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Kirsten Zapiec

Senior Brand & Communications Leader, GfK

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With nearly 30 years in Brand and Communication Research, Kirsten is both a pioneer and thought leader in the industry. Her mission is to leverage current, relevant research techniques to uncover the insight a brand needs for growth in today’s frenetic market environment. Kirsten’s career has spanned both the client and agency side of the Market Research world; working with many brands, across many industries. She pent 5 years at Intel during the Internet bubble where she traveled the world as the lead of the global advertising research program. While at Intel, Kirsten also provided the insight necessary to develop Intel’s global brand strategy and had the pleasure of working on 7 Super Bowl Ads – one of which her research had yanked just hours before the Super Bowl.

She joined TNS in 2002, followed her passion for advertising and built a creative development practice in North America. She pioneered the development of techniques to explore emotive responses to advertising, changing the debate in creative testing. This work led to an Ogilvy award. At TNS she also focused on the role the digital world plays in brand and communications. She led the go-to-market strategy and launch of the first panel based digital media effectiveness approach; giving marketers, for the first time, confirmation of the impact of digital media on their brands. During her last years at TNS, Kirsten led the North American Brand and Communications practice, leading the launch of cutting edge research frameworks and techniques. Most notably, the renovated Conversion Model, a breakthrough in brand equity measurement. Most recently Kirsten was a Senior Brand and Communications thought leader at GfK where she focused on the relationships between people and brands. Kirsten is also actively involved in industry wide initiatives and speaks at conferences such as the ARF, CASRO, MRIA, IIeX and TTRA.