Nielsen Hires David Brandt for Science-Based Ad Role

Nielsen has appointed Ipsos ad research veteran David Brandt as Executive Vice President, Advertising Effectiveness Strategy, with a focus on leading the development of the firm's 'Nielsen NeuroFocus' neuroscience-based copy testing solutions.

Nielsen acquired brain research specialist NeuroFocus in 2011. The division uses neuroscience tools such as brainwave and eye tracking, and skin conductance tests to measure consumer responses to advertising and marketing content.

Brandt (pictured) joins with more than 35 years' research experience. Most recently, he led innovations in the use of neuroscience techniques at Ipsos' innovation unit Open Thinking Exchange (OTX), prior to which he served as Chief Innovation Officer at OTX, in charge of the development of its MediaCEP ad testing suite. Earlier, he was EVP at Ipsos ASI, where he worked for more than nineteen years and led the development and implementation of its Next*TV pre-testing system. He began his career at Burke Marketing Research.

In his new role, Brandt will further integrate and advance the ad effectiveness capabilities within Nielsen Ad Solutions. He will report to Joe Willke, President of Nielsen NeuroFocus, and Randall Beard, Global Head, Advertiser Solutions.

Willke comments: 'David is recognized as one of the brightest minds in the world of advertising research. He knows that legacy views of advertising effectiveness are not supported by the scientific discoveries of the past decade and that new thinking is required. We couldn't ask for a more talented person to lead our efforts in formulating a new and better paradigm of how advertising really works.'

Web site: www.nielsen.com .