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Pellegrini Joins GfK to Lead Media, Digital Marketing Teams in North America

GfK has announced that award-winning media researcher Pat Pellegrini has joined the company as Executive Vice President of two key teams: Media & Entertainment and Digital Market Intelligence.

In his new role, Pellegrini will lead GfK’s North American efforts in areas such as new media technology, cross platform measurement, online purchase journeys, advertising effectiveness, mobile marketing, second-screen interactive/social TV, and audience measurement. He will also help create connections for GfK’s media clients to the firm’s experts in branding, customer experiences and loyalty, strategic innovation, and other key marketing disciplines.

“Pat is a recognized thought leader in digital and ‘traditional’ media alike, with a clear understanding of clients’ most pressing measurement issues,” said Holly Jarrell, Chief Client Service Officer of GfK Consumer Experiences North America. “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.”

Pellegrini most recently was Vice President, Content & Product Management, at The Weather Network (Pelmorex Media Inc.), where he led product management and development teams and launched new offerings across web, mobile and television platforms.

He also served as Vice President, International Research, for comScore, where he led international digital media measurement proposals for the coveted “preferred vendor status” in the United Kingdom and Spain. In addition, Pellegrini has held key positions at Arbitron and TNS Media Research.

Pellegrini graduated with Honours Bachelor of Arts and Master of Science degrees from McMaster University. He also holds a Ph.D. in Geography (quantitative methods) from the State University of New York at Buffalo.

About GfK

GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

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