Industry Legends Form Adelaide Board of Advisors
New York, NY – March 12, 2021 – Adelaide, the leader in real-time media quality ratings, today announced the creation of its Strategic Board of Advisors, composed of six research industry icons.
“These are the people who have built modern media measurement and continue to push the measurement industry forward,” said Ethan Rapp, President of Adelaide. “Never have I seen a group of this caliber in one place, focused on a single solution.”
The board will help Adelaide through its next stage of rapid growth, accelerating the broader industry adoption of Adelaide’s proprietary media quality metric, the AU.
“Adelaide’s AU measure of media quality is a unique proposition in an increasingly fragmented media landscape,” said Gayle Fuguitt, Adelaide board member and former CEO and president of the Advertising Research Foundation. “There is tremendous potential for an omnichannel normalized quality metric if properly deployed.”
The Board of Advisors is comprised of :
- Alice Sylvester: A partner at Sequent Partners, Sylvester is a past Chairman of the Board of the Advertising Research Foundation and a member of the Market Research Hall of Fame. Her research, planning, and brand skills were honed at major agencies.
- Bill Harvey: Having spent over 35 years leading the way in media research with inventions across almost every measured media, Harvey is also a recipient of the prestigious Erwin Ephron Demystification Award.
- Gayle Fuguitt: A recognized leader in marketing data, measurement, and media. Fuguitt brings the voice of the consumer to the C-suite. Fuguitt spent 30+ years with General Mills, was the Chief of Customer Insights at Foursquare, and President and CEO of the Advertising Research Foundation.
- Howard Shimmel: Shimmel is President, Janus Strategy & Insights LLC. Before starting this company, Shimmel was Chief Research Officer at Turner. Shimmel had two stints at Niesen and has held leadership roles at Symmetrical Resources/Simmons, America Online, WBIS, and MTV Networks.
- Jim Spaeth: Spaeth is a co-founder of Sequent Partners, Past-President of ARF, and has served on several industry boards. Jim is a member of the Market Research Hall of Fame, a winner of the ARF’s Erwin Ephron Demystification Award, and thrives on innovation.
- Marshall Cohen: Cohen is a recognized marketing and brand strategist with an extensive track record in interactive and traditional media, marketing, and consumer research. Prior to founding Marshall Cohen Associates in 1992, he was a formative member at MTV and ran research at AOL and Univision.
The board features three former heads of the ARF, two Erwin Ephron Award winners, and four members of the Market Research Hall of Fame (so far).
“I can’t think of a group better suited to bring evidence-based rigor to digital metrics,” said Marc Guldimann, Founder & CEO of Adelaide. “We have big aspirations for 2021, and this Board of Advisors gives Adelaide an unfair advantage.”
About Adelaide
Adelaide is an industry leader in the rapidly growing field of real-time attention measurement, bringing transparency to media quality through proprietary attention data. Since 2019, Adelaide quality ratings have enabled the world’s leading brands to maximize campaign performance and optimize their media spend. Adelaide measurement increases demand for media that delivers brand value while respecting consumer sensibilities. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City. .