Pellegrini Named CEO of Not-for-Profit Vividata

Former Simmons Research CEO Pat Pellegrini has joined not-for-profit multi-media and consumer behaviour specialist Vividata as President and Chief Executive. He will join in early December, working closely with the existing team and outgoing President and CEO, Sara Hill.

Vividata is a consortium governed by a Board of Directors representing the interests of Canadian publishers, agencies and advertisers, and providing cross-platform audience measurement for publishers. Its syndicated research uses a probability-based sample of more than 40,000 individuals collected over 52 weeks, with results released quarterly.

Pellegrini (pictured) joins with more than twenty years' consumer research and audience measurement experience. Most recently, he led consumer insights firm Simmons Research, in the role of President and Chief Research Officer, having joined the company when it was acquired from his former employer Experian. Earlier in his career, he worked for GfK Custom Research North America, leading the Digital Market Intelligence and Media & Entertainment teams; and he previously held leadership positions at the Weather Network, comScore, Arbitron (now Nielsen Audio), TNS Media Research (now Kantar), and BBM Canada (now Numeris).

According to Vividata, Pellegrini's appointment completes its transition following the merger of PMB Print Management Bureau and NADBank, led by industry veteran Hill, whom it thanked for her leadership and for positioning the organization for future success. Phillip Crawley, Vice Chair of Vividata and Publisher and CEO of The Globe and Mail, comments: 'Pat brings an exceptional record of papers, presentations and awards to his credits, leading to international recognition as an expert in digital and traditional media research, audience measurement and consumer research. He is well equipped to lead Vividata to the next level. He will be an inspirational leader with widespread respect in our data-hungry industry'.
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Web site: www.vividata.ca .