Ad research body finds media expert in Gugel

US-- Former Telmar North America president Craig Gugel has been named senior vice president of media analytics at the Advertising Research Foundation (ARF).

In the new post, Gugel will be the ARF's “primary expert regarding all media matters”, according to a statement. Chief research officer Joel Rubinson described him as “one of the industry's premier thinkers”.

ARF president Bob Barocci said: “It is clear that 2009 will be a year like no other and the research industry can no longer be satisfied with the current knowledge gaps on everything from 360 media marketing, an online currency metric acceptable to all, and the lack of progress on metrics for emerging media including word of mouth, mobile, gaming and more.

“Such extraordinary times require a combination of experience and vision, and Craig Gugel is extraordinarily qualified to lead these industry initiatives.”

Gugel began his career as a spot media buyer at Kenyon & Eckhardt and had stints at several major ad agencies before setting up his own research consultancy, Manhattan-Pacific Multimedia.

In 2001 he moved to Publicis's Optimedia International, becoming director of strategic insights. Gugel also served as executive vice president of worldwide analytics and strategy at Nielsen-owned IMS Worldwide before moving to Telmar, a media planning and data analysis software firm.

Gugel has been replaced at Telmar by Corey Panno, whose promotion was announced in December.

Author: Brian Tarran