Kantar Hires for New Canadian Media & Analytics Unit

Kantar Insights Canada has launched a Media & Analytics practice, bringing together its digital and other audience measurement and its analytics capabilities. Lisa Freedman and Hilary Borndahl have been hired in Director and VP Roles to help grow the new unit.

Freedman has worked in digital ad insights roles in the broadcast TV industry, most recently at Disney-ABC Television Group, and earlier with Rogers Communications Inc., Scripps Networks Interactive and NBCUniversal, She joins Kantar as Director, Digital & Media Research, responsible for leading and growing digital research solutions in Canada.

Borndahl joins from Nielsen where she worked in the Custom Analytics and Marketing Effectiveness practice areas. Earlier she worked at The Modeling Group, Maritz Research and Hotspex. In her new role, as Vice President, Analytics, Brand & Marketing ROI, she will work across all of Kantar Insights Canada leading strategy for Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), and other techniques to drive brand equity and sales.

The announcement of a specific Canadian practice follows the launch of Kantar's global analytics practice in May, which brought together a global network of more than 1500 data scientists, analytics consultants, technologists and data designers from across the business, including companies like MaPS and Analytics Quotient.

Scott Megginson (pictured), President of Kantar Insights Canada says of the latest launch: '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'.

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