Kantar launches Media & Analytics practice and adds two new staff

Scott Megginson, Hilary Borndahl, Lisa Freedman

Scott Megginson, Hilary Borndahl, Lisa Freedman

TORONTO, Oct. 26, 2018 /CNW/ - Kantar Insights Canada, part of WPP's data investment management division, today announced the launch of its Media & Analytics practice, which brings together the firm's Audience Measurement, Digital Measurement, and Analytics capabilities to unlock deeper insights to fuel business growth. The Canadian practice is an addition to the previously announced launch of Kantar's new Analytics practice that has unified a global network of over 1,500 data scientists, analytics consultants, technologists, and data designers from across Kantar businesses such as MaPS and Analytics Quotient.

Scott Megginson [pictured], President of Kantar Insights Canada, feels that this will help Kantar to better answer clients' critical business questions. "Research we have conducted with CMOs from around the world clearly showed that the three biggest challenges marketers face are measuring and proving ROI, optimizing media allocation, and understanding omnichannel behaviour. The future of market research will increasingly focus on these areas more than survey data."

To support the growth of the new practice, Kantar has hired experts Lisa Freedman and Hilary Borndahl.

Freedman joins the firm as Director, Digital & Media Research, and assumes responsibility for leading Kantar Insights Canada's Digital Research practice to grow the firm's digital research solutions in the Canadian marketplace.

Freedman's experience includes progressive client-side Digital Advertising Insights roles in the television broadcast industry with Rogers Communications Inc., Scripps Networks Interactive, NBCUniversal, and most recently, Disney-ABC Television Group.

Borndahl joins as Vice President, Analytics, Brand & Marketing ROI, and will take the lead on working across all of Kantar Insights Canada to support an analytics solution strategy and needs related to Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), and other techniques to drive brand equity and sales. She brings deep expertise in MMM, Media Data, Test and Control Analysis, Price and Promotion analytics, and Audit modelling to build Kantar's Canadian Brand & Marketing ROI division. More...