He joins the firm from Information Resources (IRI) where he was vice preseident of analytics and was responsible for PepsiCo’s flagship brands. Before his time at IRI, SenGupta was group director at Omnicom’s BrandScience division.

At MediaVest SenGupta will be responsible for forming a cross-platform measurement and insight capability.

He will also liaise with Starcom MediaVest Group (SMG) Research to help shape a global data and analytics disclipline across the SMG group.

MediaVest CEO Bill Tucker said: “As our sources of data continue to grow, so do the applications of data analysis. MediaVest is committed to leading the industry in developing applicable uses for data, from segmenting audiences and sequencing content to measuring effectiveness. Path brings knowledge, experience, and leadership that will formalise our data and analytics practice, activating the power of data across all agency disciplines, on behalf of all of our clients.”