Who needs research executives? Apparently not media agencies.
Shari Anne Brill, svp and director of programming for Carat and one of the most quoted and highly respected media research practitioners, is the latest in a long line of veteran research execs to be shown the door.
Carat was not immediately available for comment.
At Carat, Brill was in charge of analyzing the TV ratings, which are used as the basis for the $1 billion Carat spends on advertising for some of the nation’s largest advertisers, including Procter & Gamble and Pfizer, among others. She was one of the thought leaders addressing the major issues facing audience measurement. Brill sat on every industry research committee imaginable, including the Council for Research Excellence and the newly formed Coalition for Innovative Media Measurement. She is credited with helping to lead the CRE’s landmark Video Consumer Mapping study, which provided the industry’s first baseline of how consumers interact with multiple media.
Brill was recognized for her achievements in 2009 as a Mediaweek All-Star.
Brill’s exit from Carat comes at a time when agencies appear to be emphasizing consumer research and underplaying the research currencies used to buy and sell commercial time.
Over the past few years, a number of researchers like Brill have exited agencies including Bruce Goerlich (who landed at Rentrak), Susan Nathan and Stacey Lynn Koerner (who landed at Turner), David Ernst (now at Discovery) and Steve Sternberg.
Brill reported to Mike Hess, who joined Carat a year ago as evp of research, marketing science and consumer insights.