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NEW YORK Interpublic Group has tapped former Accenture partner Neil Canter to set up and run a new unit designed to measure the effectiveness of all types of marketing, the holding company said.
Canter, who was a partner for marketing services at Accenture, starts this week.
The New York-based unit, Marketing Accountability Partnership, will bring together and leverage the resources of IPG agencies that offer similar services, such as Initiative and FutureBrand. Canter, 45, will report to both IPG CEO Michael Roth and Stephen Gatfield, evp of global operations and innovation.
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