Former Kantar global head joins Ipsos Australia
Ipsos has appointed the former global head of creative at Kantar as its new creative excellence leader in Australia, effective immediately.
Daren Poole will lead the market researcher’s creative development in Australia.
Ipsos said he will help clients navigate the fragmented advertising ecosystem and “lean into” AI advances.
Poole has been described as a “sought-after” global leader. He joins Ipsos from analytics business Morning Consult, where he was associate VP of campaign measurement.
Daren Poole
Prior to that, he spent over 20 years at global research agency Milward Brown, including when it was acquired by Kantar. He was then Kantar’s global head of creative for a number of years.
“I’m thrilled to be working once again with Australian companies, backed by the power of Ipsos’ leading creative excellence solutions,” he said in a media release on Monday.
“This is an opportunity to maximise our clients’ return on their advertising investment through the development of brilliant creative. I’m looking forward to bringing my expertise to the Ipsos Australian team.”
Poole, who will be based in Sydney, will report directly to Ipsos CEO Simon Wake.
Wake said his appointment will ensure Ipsos can “continue to deliver world-leading solutions for our clients”.
“We’re excited to have someone of Daren’s calibre leading our Australian creative team,” he said in the release.
Wake said brands have always faced challenges around creative effectiveness, and it’s only getting harder with higher scrutinty on budgets and audience fragmentation.
“There’s pressure to ensure that every piece of content not only plays its intended role in a campaign but also maximises its ROI.”
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