Increasing its expertise in digital measurement, The Advertising Research Foundation Monday (Oct. 4) named former Procter & Gamble digital exec Ted McConnell to the new position of evp, digital. McConnell recently retired from P&G after 32 years, spending the last 15 years as digital innovation director for the packaged goods maker.
At the ARF, McConnell will lead a new program to advance new measurement initiatives and validate digital marketing.
"This is nothing short of a coup for the ARF. Several years ago, Ted was the cornerstone of our industry effort to move the industry toward an 'engagement' metric, and we now have tremendous opportunity to tap into his world-class thinking and leadership on a more sustained basis," said Bob Barocci, president and CEO of ARF.
McConnell is the latest in a string of new expert hires at the research organization including Dr. Todd Powers, chief research officer; David Marans, evp, media; and Dr. William Cook, evp, research & standards.