Pellegrini’s role as executive vice president of both teams will see him lead GfK’s North American efforts across a range of areas including new media technology, cross platform measurement and online purchase journeys. Prior to joining GfK, he was vice president, content and product management at The Weather Network.

Holly Jarrell, chief client service officer of GfK consumer experiences North America, said: “Pat is a recognised thought leader in digital and traditional media alike. As analytics, dashboards, programmatic buying and other key trends continue to transform the marketing landscape, Pat’s deep expertise and insights will help us bring the right mix of innovative media products and capabilities to market.”