The media division will address three core issues: defining the right audience for brands, delivering that audience and ensuring that it performs.

The new division will draw on resources from NIQ, GfK and MRI-Simmons.

Busignani was previously at Quotient Technology and has also served seven years at Nielsen Media, first leading global marketing effectiveness and then serving as general manager of international media services, and also 15 years working on global advertising intelligence at Ipsos.

Susan Dunn, chief revenue officer at NIQ, said: “With the launch of the media division under the leadership of Lana, we are thrilled to round out NIQ’s suite of services.

“This strategic initiative harmonises our capabilities, offering clients a comprehensive solution to make informed and unified decisions in their marketing endeavours.”

Busignani added: “This strategic initiative, uniting the capabilities of NIQ, GfK, and MRI-Simmons, enhances client value and marks a pivotal step toward an exciting and dynamic industry.

“By leveraging our collective strengths, we’re shaping a future where businesses can make informed decisions in their marketing investments and execution, strengthening our position as industry leaders.”