Sturgeon
(pictured) joins Kantar’s analytics practice and will lead the ROI team, supporting global and UK projects.
At Mindshare UK, he led the data science team and prior to that, held senior roles at MediaCom and PwC.
Kantar’s analytics practice includes its Athena modelling platform, which draws on metrics including media spend and brand equity to offer a view of marketing effectiveness.
Amy Cashman, chief executive, insights division, UK & Ireland, Kantar, said: “Paul is a fantastic addition to our team as we see increasing appetite among our clients for intelligent and focused guidance around ROI.”