Ipsos appoints Daren Poole to lead creative effectiveness in Australia

Ipsos has named global advertising research veteran Daren Poole as creative excellence leader in Australia, as the firm looks to sharpen its offer in ad effectiveness and campaign measurement.

In the newly created role, Poole will lead Ipsos’ creative development and testing capabilities, helping clients navigate fragmented platforms, tighter media budgets, and rising expectations around return on investment. He will report to Ipsos Australia CEO Simon Wake and be based in Sydney.

Poole brings more than 30 years’ experience in advertising research, including a decade as global head of creative at Kantar and leadership roles at Millward Brown. Most recently, he was associate vice president of campaign measurement at Morning Consult.

Wake said the appointment would strengthen Ipsos’ ability to deliver world-class solutions for Australian clients.

“Brands have always faced challenges around maximising creative effectiveness, and that is only getting harder. Production and media budgets are still under scrutiny, audience fragmentation is accelerating, so there’s pressure to ensure that every piece of content not only plays its intended role in a campaign but also maximises its ROI. Daren’s appointment will ensure we continue to deliver world-leading solutions for our clients.”

Poole described his appointment as an opportunity to maximise clients’ return on their advertising investment through the development of brilliant creative.

“I’m thrilled to be working once again with Australian companies, backed by the power of Ipsos’ leading creative excellence solutions. This is an opportunity to maximise our clients’ return on their advertising investment through the development of brilliant creative. I’m looking forward to bringing my expertise to the Ipsos Australian team.”

Poole has previously judged the Effies in Australia and served on the Cannes Lions creative data jury. His appointment is effective immediately.