GfK appoints new MD

As it evolves analytics service.

GfK has appointed Dr Morten Boyer to the role of managing director for Australia and New Zealand, in addition to his responsibility as head of digital media measurement for GfK in the APAC region. He replaces Catherine Eddy who was MD for the last three years.

Boyer began his career at GfK in 2006, launching new client solutions which combined consumer research with GfK’s POS data and expertise. He was responsible for leading GfK ANZ’s entry into media measurement and winning the RAM contract in Australia, and again later in New Zealand in 2013 and 2015 respectively.

Commenting on his appointment, Boyer said, “It is a great privilege for GfK to continue to serve all our clients, and in particular those within the technology and consumer durables industries, whom we have been working with in ANZ for several decades.

“What is especially exciting is that we are in the process of significantly evolving our services to better integrate different data sources and perform more sophisticated and automated analytics. As retailing grows increasingly more complex, our new offerings will help our clients better understand their performance and the levers they should pull to influence that performance.”

Boyer’s appointment follows the announcement of The Good Guys withdrawal from the GfK Australia point of sale tracking service, effective late March, after Harvey Norman decided to step out of the service as of September 2017.


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