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Kantar introduces media and analytics practice

Toronto-based Kantar Insights Canada has launched a new media and analytics practice that will serve as an umbrella for its audience measurement, digital measurement and analytics services. Kantar is a subsidiary of WPP.

"We need to maximize the data we have, as it will only become more challenging to collect quality survey data from Canadians, to utilize the sum of the parts to deliver greater insights to clients," said Mark Wood, vice-president and lead for the practice. "Bringing together marketing ROI and digital insights provides clear direction of not only where to spend, but also how to position creative for the maximum impact."

Lisa Freedman has joined the new practice as director of digital and media research. She was most recently manager of advertising sales research at Disney ABC Television Group. She has also worked at Scripps Networks Interactive, NBCUniversal Media and Rogers Communications.

In addition, Hilary Borndahl has been hired as vice-president of analytics, brand and marketing ROI. She was previously vice-president of marketing effectiveness at Nielsen. She has also operated her own consulting firm.

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