MIAMI BEACH, FLA. — After 16 years as an EVP and Chief Research Officer for The Nielsen Company, Paul Donato in June traveled south to 63rd and Collins and the posh La Gorce Palace beachside condominium. There, he hung a shingle, and set up shop in his 23rd-floor residence by launching JATOPOND, a media and market research company.
Two months later, Donato has a new role that may see him spending less time on this island paradise and a lot more time on a busier island: Manhattan.
Donato has just accepted the role of Chief Research Officer for the Advertising Research Foundation (ARF). He officially takes the position on Oct. 1, and Donato will report directly to ARF President/CEO Scott McDonald.
At Nielsen, Donato was responsible for overseeing Nielsen Retail, Consumer, Mobile and Media Measurement Methodologies and developed methods for integrating panel-based measurements with large machine-generated data sets, as well as technology-based future methodologies.
“At a time when there are so many contentious and challenging research issues facing the advertising industry, and when ARF member needs are evolving at an exponential rate, few research leaders have the depth and breadth of Paul’s experience or his track record,” McDonald said. “We are delighted to have the benefit of Paul’s knowledge and I know our members will greatly appreciate his energy and guidance in setting a research agenda to address industry needs.”
Donato co-founded WPP’s Media Research Business Unit and was CEO of Kantar Media from 1998 to 2001.
He served as Technical Director for IBOPE Latin America and has led business units at Simmons and Audits and Surveys Worldwide.
“It is a great privilege and fantastic opportunity to serve as CRO for the ARF,” Donato said. “The ARF has an incredible history of accomplishment and service to the industry and I look forward to working with Scott and his team to tackle some of the critical issues facing advertising, work that will profoundly affect the direction this industry takes.”