Simon Atherley to head Kantar marketing effectiveness practice

17 May 2024 Consultancy.uk 2 min. read
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Kantar has appointed Simon Atherley as the new head of its marketing effectiveness practice. Commenting on his new challenge, he said that technological developments in the sector mean that “our focus will be using technology alongside our people’s expertise and data to drive greater returns for brands.”

Atherley continued, " It’s an exciting time with innovation in AI moving at a rate of knots. We know from our studies that improving effectiveness is marketers’ number one priority for the year ahead but it’s also a topic that many are still getting to grips with. Our practice brings together the full wealth of Kantar’s data and expertise to demystify this space and help clients solve their biggest challenges.”

Kantar launched its marketing effectiveness practice in early 2023. For the last year, it has worked to help clients determine their marketing strategy and measure the return on their investment.

Simon Atherley to head Kantar marketing effectiveness practice

Simon Atherley and Dom Boyd

Bringing together expertise and data from Kantar’s analytics, media, creative, brand and consulting teams to help businesses shape their marketing strategies. The team works with marketers to identify the right balance of long-term brand building and short-term performance marketing to maximise commercial returns, incorporating predictive AI to measure and improve the quality of creative and the impact of campaigns through different media channels.

He takes on the role having joined Kantar in 2010 – and having previously been a marketing effectiveness consultant leading Kantar’s creative development research into Cadbury’s IPA Grand Prix award winning ‘glass and a half’ campaign

Looking ahead, Atherley will lead the marketing effectiveness practice, alongside Dom Boyd, managing director of Kantar Insights UK. His emphasis in this new role will be on drawing together Kantar’s strengths across its teams to provide a comprehensive view of marketing best practice for clients.

Speaking on the news, Boyd added, “The outlook for consumer brands is far less bleak than it was one year ago when we launched our marketing effectiveness practice but the challenge of how to make marketing budgets go further and ensure every pound counts remains.  The shift to a cookie-less environment offers brands a critical window of opportunity to rewire their effectiveness approach, measuring long and short-term marketing spend and improving their commercial impact.  With Simon at the helm, bringing together the full strength of the Kantar toolkit, our effectiveness practice will equip brands to deliver sustained growth.”