Former Kantar and Nielsen leader joins MarketCast to lead the company’s advertising research and measurement portfolio
Los Angeles, Calif. – December 13, 2022 – MarketCast today announced Amy Fenton is joining its leadership team as its new Head of Ad Solutions. In this role, Fenton will head all MarketCast’s advertising research, which today spans the entire advertising lifecycle, from early creative concepts and copy testing to in-market advertising and campaign measurement, including full-blown advertising attribution.
Fenton brings more than two decades of advertising and consumer research experience to MarketCast. Prior to joining the company, Fenton was the Chief Client Officer for Kantar North America, where she led the client service teams responsible for managing the company’s top brand and advertiser relationships. Before Kantar, Fenton served in research, client service, and marketing leadership roles at Ipsos, and before that, spent more than two decades at Nielsen on the “Buy” side of its business (now NielsenIQ). A strong supporter of women leaders in research, Fenton began her career at Procter and Gamble.
“Amy is one of the best and brightest leaders in advertising research today, having spent decades working on all sides of the business,” said John Batter, CEO of MarketCast. “Her experience guiding large research and client-focused teams in service of the biggest brands on the planet will be invaluable to MarketCast as we continue to aggressively innovate and grow our Ad Solutions portfolio and challenge the industry incumbents.”
Fenton will take charge of MarketCast’s Ad Solutions organization, which includes more than 200 advertising researchers and a portfolio of world-class ad research products, including those from MarketCast’s recent acquisitions of Phoenix Marketing International, Communicus, and Invoke. Fenton will also partner with MarketCast’s product, technology, and data science teams to further evolve its advertising solutions, helping to fuse traditional quantitative and qualitative research methods with big behavioral data to deliver transparency across the entire marketing funnel.
“I was drawn to MarketCast’s vision for next-generation ad research and their passion for pairing great tech platforms and data science with the expertise of real advertising researchers,” said Fenton. “What MarketCast is creating has the power to transform how ad research is done, delivering to CMOs what they crave most, lightening quick data with thoughtful insights, to help them pivot or double down on their ad strategies.”
MarketCast’s Ad Solutions support the entire advertising lifecycle and include MarketCast Ad Effect for pre-market ad testing and research, and MarketCast Brand Effect (formerly Nielsen TV Brand Effect), which is considered the standard for measuring ad recall and resonance for ads on linear and CTV. Combined with its other advertising research products, MarketCast now tests and measures more than 40,000 ads annually for top brands, sports leagues, movie studios, and streamers, gathering critical audience feedback about advertising storylines, creative elements, and messaging.