ComScore Hires 360i Chairwoman Sarah Hofstetter as President, Looks to Lead Media Measurement Pack

CEO Bryan Wiener brings on former agency colleague

Hofstetter spent 14 years at the Dentsu-owned agency.

Cross-platform measurement company ComScore has hired its second former 360i executive in less than a year as it attempts to assert a more prominent place in the media landscape alongside rivals like Nielsen.

Sarah Hofstetter joins the company as president, effective Oct. 4. She reports directly to CEO Bryan Wiener, who worked alongside her at 360i for 13 years before leaving to lead ComScore in April.

In the new role, she will oversee commercial strategy and direct sales and marketing efforts.

Something I have done over and over again in my career is finding out where the opportunities are and coming in early enough to help shape [them],” Hofestetter told Adweek today. “ComScore has all the right ingredients in place.”

While Nielsen continues to dominate the TV ratings game, Wiener said in April that “there’s a hole in terms of cross-platform.” ComScore now aims to provide that service for advertisers and publishers alike with a series of new products such as Cross Platform and Campaign Ratings, which launched this month and includes “unduplicated campaign measurement” across linear TV as well as network OTT content and Hulu streamed on various devices.

"The goal is for ComScore to be that transformative currency between buyers and sellers."
Sarah Hofstetter, president, ComScore

Weiner also helped bring former GroupM chief digital officer Rob Norman to ComScore’s board of directors in an effort to strengthen its relationships with media agencies.

The company had moved through three CEOs in two years and suffered a hit to its reputation in 2017 when Nasdaq delisted the business due to accounting irregularities uncovered by a 2016 FEC audit. Hofstetter said her relationship with Weiner, along with her experience on both the buying and selling sides of the media equation, played a role in leading her to accept the new job.

CMOs are all under intense presure to validate their investments against business outcomes, and I want to be at the epicenter of that,” Hofstetter added, telling Adweek that the industry currently has no “reputable” cross-platform service to measure the effectiveness of a given campaign. “The goal is for ComScore to be that transformative currency between buyers and sellers.”

In a statement, Mondelēz International, North America CMO Jason Levine called Hofstetter “instrumental in helping us capitalize on shifting consumer behaviors and reimagine our brand for the modern era,” adding that she “played an integral role in developing a strategy that would allow us to turn marketplace challenges into ownable opportunities.”

"Sarah was instrumental in helping us capitalize on shifting consumer behaviors and reimagine our brand for the modern era."
Jason Levine, CMO, Mondelez International North America

The news also comes after a string of executive-level changes at 360i, which promoted CMO Abbey Klaassen to president the month before Weiner left and then named former president Jared Belsky to replace him as Hofstetter assumed the chairwoman role.

More recently, 360i hired OMD chief digital and innovation officer Doug Rozen to lead media operations and moved to restructure its creative and production departments under chief creative officer Menno Kluin.

Hofstetter indicated that the succession plan had been in the works for some time. “360i was my third child … and they’re ready,” she said. “Jared and Abbey are fantastic leaders, and the rest of the executive team has risen to the occasion.”

“Sarah Hofstetter is a tireless driver of change in the marketing industry,” read a statement from a 360i spokesperson. “Over the past 14 years she’s had a crucial hand in the trajectory of this agency, as well as countless clients and colleagues. 360i wouldn’t have become the successful company it is today without her contributions, commitment, and fearless leadership. We’re grateful for all she’s done, and will be cheering her on loudly as she embarks on the next phase of her career. If anyone can successfully tackle this role at comScore, it’s Sarah.”

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