Ipsos Australia has appointed Daren Poole as its new Creative Excellence Leader, a newly established role aimed at strengthening the company’s advertising research capabilities.
Based in Sydney and reporting to Ipsos Australia CEO Simon Wake, Poole will lead the creative development and assessment business. His responsibilities include guiding clients through a complex advertising environment by leveraging AI and platform-based research tools to assess advertising effectiveness and ROI.
Poole brings extensive global experience to the position, having worked across Europe, Asia, and Australia. Most recently, he served as Associate Vice President of Campaign Measurement at Morning Consult. Prior to that, he spent a decade as Global Head of Creative at Kantar, following a 20-year tenure at Millward Brown.
“Daren’s appointment further strengthens the creative capacity of our Australian operations, allowing us to deliver better advertising outcomes for our Australian clients,” said Simon Wake, CEO of Ipsos Australia. “Brands have always faced challenges around maximising creative effectiveness, and that is only getting harder. Daren’s appointment will ensure we continue to deliver world-leading solutions for our clients.”
Daren Poole
A recognised industry leader, Poole has served as an Effies Australia judge since 2009 and was a juror for the Creative Data category at the 2021 Cannes Lions awards.
Poole commented: “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.”
His appointment is effective immediately.