Kantar launched its marketing effectiveness practice in February 2023 to pull together resources and data from its analytics, media, creative, brand and consulting teams.

Atherley (pictured, left) joined Kantar in 2010 and was previously a marketing effectiveness consultant leading the company’s creative development research into Cadbury’s ‘Glass and a half’ campaign.

In his new role, he will focus on drawing together Kantar’s strengths across its teams to offer clients a broad view of marketing best practice. As part of this, he will use using AI-based econometrics and campaign performance tools to advise clients.

Richard McLeod, who previously co-led the marketing effectiveness practice with Boyd, has moved to another role within Kantar as head of innovation, insights.

Dom Boyd, managing director, Kantar Insights UK (pictured, right), said: “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.”