Alongside Busignani, Paul Shortly joins the business as chief revenue officer, while Kerel Cooper has been appointed chief marketing officer.

Busignani succeeds Amy Fenton, who was appointed co-president and later chief executive earlier this year after John Batter stepped down.

Prior to MarketCast, Busignani established and led the media division at NielsenIQ, and has held other senior roles in media, marketing effectiveness, and advertising intelligence, including Quotient Technology, Nielsen Media and Ipsos.

Shortly has joined MarketCast following senior leadership roles at MRI-Simmons and Nielsen. Cooper previously led marketing at GumGum, and before that he was president of advertising at media collective Group Black.

MarketCast has made the appointments ahead of its planned introduction of ‘Total Effect’, which will combine creative effectiveness with media execution, and aims to aid brands’ and agencies’ understanding of the elements driving their performance.

The tool will bring together creative quality, exposure, attention, behavioural signals and business outcomes into an AI-based predictive framework. Set to launch in early 2026, it will be central to MarketCast’s product offer, according to the company.

Busignani said: “Marketers are facing unprecedented pressure to prove what’s working. I’m excited to build on the company’s incredible foundation of technology-driven advertising effectiveness insights and accelerate our shift into real-time, predictive analytics.

“With Total Effect and our growing AI native intelligence platform, we have the opportunity to reshape how brands understand and optimise advertising impact in a more complex world.”

Pictured L-R: Paul Shortly, Lana Busignani, Kerel Cooper