IMMI Brings in KMR's McKenna as CEO

In the US, Integrated Media Measurement Inc (IMMI) has named veteran media and ad measurement executive Bill McKenna as its new President and CEO.

He joins with more than 30 years' US research experience in advertising testing and syndicated media measurement, and among other achievements is credited with being the initial developer of Arbitron's 1980's ScanAmerica single-source peoplemeter service.

McKenna previously served as CEO of WPP-owned KMR North America and its KMR and Mediafax business units. In addition to his responsibilities at IMMI, he will continue to serve as Chairman of Puerto Rico-based marketing and media firm Mediafax, which he founded in 1988 and sold to WPP in 2001.

A year ago, IMMI closed a $25m series C funding initiative led by KMR, with McKenna actively involved in the investment decision.

'We are delighted to have Bill to help guide us through the next phase of IMMI's evolution,' said Chairman and co-founder Tom Zito. 'We are focusing our resources on the completion of a single-source, cross-platform measurement product that tracks media consumption on TV, computer screen, mobile device and radio, and look forward to launching our new multi-screen panels in the not-too-distant future.'

San Mateo, California-based IMMI has developed a mobile phone-based digital monitoring system which it says will track almost all media exposure 24/7.

In November, IMMI and Nielsen pulled out of an initiative to launch an out-of-home (OoH) TV viewing measurement service, blaming 'difficult economic times'.

Web site: www.immi.com .