- The ACA has formed an advertiser-led committee to improve cross media measurement in Canada
- P&G’s Media Director Judi Hoffman to chair the committee
October 29, 2020: On the heels of the global Cross Media Working Group’s initiative to unify cross media measurement, the Association of Canadian Advertisers (ACA) has created a Cross Media Measurement Committee. Judi Hoffman, P&G Canada’s Media Director, Marketing & Brand Operations, has accepted the position of committee chair.
Judi Hoffman is a seasoned brand builder, responsible for creating P&G Canada’s media capabilities for billion-dollar brands like Tide, Crest, Pampers, and Pantene. She is a proven leader and an innovator in cross screen media planning and new media models.
The lack of a unified measurement system across media platforms makes obtaining an accurate picture of the effectiveness and efficiency of overall media spend impossible. It is the Committee’s ultimate objective to oversee the implementation of just such a unified system in Canada. The approach will be consistent with the Framework and Proposal put forth by the World Federation of Advertiser’s (WFA) global Cross Media Working Group.
“ACA’s quest for a cross media measurement system that is transparent and cohesive is a challenging proposition,” acknowledged Ron Lund, President & CEO of ACA. “However, there is no doubt in my mind that Judi Hoffman, whose wealth of experience with both media and governance, will lead this committee to achieve its goal.”
“For many years, we have called for industry-wide media transparency,” said Judi Hoffman, Media Director, P&G Canada. “By developing a cross-media measurement solution for the industry, we will improve the consumer experience, eliminate waste, reach more people, and drive industry growth for all.”
Working with key stakeholders, including global and local media companies, media agencies, measurement companies and martech companies, the Committee will work to expedite and enable the implementation of an advertiser-supported industry solution.
The Committee will look to best practices, principles and learnings from beta initiatives in the UK and US led by ISBA and the Association of National Advertisers (ANA), respectively, as well as other markets, to guide them in this endeavor.