Kantar, the world’s leading data, insights, and consulting company, today announced the appointment of Greg Friend as Senior Vice President, Head of Media Product for North America. In this pivotal role, Greg will lead Kantar’s media effectiveness product strategy across the region, driving innovation in AI-powered media analytics, cross-platform measurement, and actionable sales lift solutions. In this role, he will help advertisers, agencies, and publishers optimize their media investments through sophisticated measurement tools that deliver actionable insights and demonstrate clear ROI. This includes the acceleration of Kantar’s AI-driven evolution, calculated exposure methodologies, and sales lift analytics for a new era of growth accountability.
Greg brings more than 15 years of experience in media, advertising technology, and data-driven innovation to Kantar. Most recently, he served as Vice President of Content, Strategy & Insights at Nativo, where he launched programs to advance audience measurement, content performance optimization, and advanced analytics to help brands that help brands drive engagement and ROI. Greg’s career includes leadership roles at Ampersand, Comcast Spotlight, and Collective, where he developed cutting-edge solutions for cross-platform measurement and digital transformation. Greg began his career at Nielsen, managing global product launches for digital advertising effectiveness and media attribution.
“Kantar has long been the preeminent solution in consumer intelligence and full funnel measurement. As someone who is deeply passionate about helping brands make more meaningful connections with consumers, the opportunity to lead Media Products for them was a no brainer,” said Friend. “It fits my longstanding history of building and delivering quality measurement solutions at scale that not only impact our clients, but change the industry at large.”
Named to Broadcasting & Cable’s 40 Under 40, Greg is recognized as an industry thought leader passionate about leveraging data and technology to solve complex challenges. His expertise spans media measurement, audience insights, and product innovation, making him uniquely positioned to guide Kantar’s clients through a rapidly evolving advertising landscape marked by signal loss, privacy regulation, and increased accountability.
Greg holds a Bachelor of Arts in Economics, Philosophy, and Integrated Marketing Communications from Northwestern University. He is based in Chicago and will report to Rachelle Minnis, Chief Media Solution Officer.
“Greg’s proven track record in media innovation and deep understanding of advertiser needs will be instrumental in shaping solutions that help our clients prove and improve media performance,” said Minnis, at Kantar, “His extensive experience and leadership will accelerate our efforts to harness AI and advanced methodologies, ensuring that our clients can confidently navigate today’s complex media landscape, demonstrate clear ROI, and unlock new growth opportunities.”
“We are excited to welcome Greg and look forward to the impact his vision and expertise will have on our clients and the industry as a whole.”
To learn more about how Kantar can help you get the most of out of your media strategy, contact us here.
About Kantar
Kantar is the world’s leading AI-native marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
Media Contact
Anna Wilgan
Vice President, Public Relations
anna.wilgan@kantar.com