Kantar boosts Marketing ROI offer with new UK head

29 January 2021

Kantar, the UK’s largest evidence-based insights and consulting company, has appointed Paul Sturgeon to lead its Brand and Marketing Return on Investment (ROI) offer. 

Paul, who has 20 years’ experience in marketing analysis and consultancy, is the latest addition to Kantar’s Analytics practice. He joins a well-established team with a long history of work in brand and marketing evaluation. Kantar’s offer has continued to grow in recent years, thanks to heavy investment in both technology and expertise.

Drawing on its unrivalled experience, wealth of consumer data, and understanding of human behaviour, Kantar’s ROI capabilities enable brands to plan and measure the commercial impact of advertising and marketing campaigns. Its Athena intelligent modelling engine draws on metrics like media spend, brand equity, digital engagement, and creative impact data to provide a rounded view of marketing effectiveness.

Paul will support global and UK-based projects in his new role. Until recently he led Mindshare UK’s data science team. Prior to that he held senior roles at MediaCom and PwC. He is also a member of the Institute of Practitioners in Advertising (IPA) Value of Media Committee and an IPA Effectiveness Awards winner and technical judge.

Amy Cashman, CEO, Insights Division, UK & Ireland at 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. Marketing budgets have been under pressure for some time, with COVID-19 accelerating that trend. Now more than ever they need to make their investment go further, and be able to demonstrate to boards how vitally important their activity is for driving sustained brand growth. Success will require a level of insight which can help them to pinpoint where they need to focus and build effective, creative campaigns that generate sales now, and create long-lasting consumer demand.”