Advertising cost analytics and planning company SQAD LLC has appointed Marc Krigsman as CEO.
Neil Klar, who has been CEO and owner since 1990, will assume the role of vice chairman.
Krigsman was most recently CEO and founder of Cross MediaWorks.
"Marc is the ideal leader to advance SQAD into the future as we continue to add capabilities to help our clients adapt to an increasingly fragmented media marketplace," said Klar. "With Marc's proven ability to translate vision into execution, he will apply our principles of innovation, transparency and integrity as he continues to guide SQAD through its evolution to a full service media forecasting and planning resource. I am proud of what we have done over the past 25 years, and look forward to our future growth with Marc at the helm."
Krigsman co-founded Cross MediaWorks in 2007 as an independent media services firm. It also has a subsidiary, Cadent Network, which is a national unwired TV advertising network in the US.
Before Cross MediaWorks, he held senior management positions at Turner Networks Group, PRIMEDIA, FOX Cable Networks, ESPN and ABC.
"I am thrilled to take on this role at SQAD and honoured to work with Neil, who will continue to play a strategic role within the organisation," said Krigsman. "As a media industry visionary with unparalleled understanding of data, Neil's name is synonymous with advertising cost data, and we will continue to leverage his expertise and the strong relationships he has established across the media and advertising world."
He added: "The number of choices for marketers has increased exponentially, but the dollars available to put towards those choices has not kept pace. This unbalance creates a need for agencies and marketers to have better insights and tools to manage their marketing initiatives. SQAD is the world leader in market intelligence and innovative tools for media and is uniquely situated to serve that need."
The appointment comes after a series of strategic growth initiatives for SQAD, including an acquisition of Workhorse Software, the global leader in advertising planning software, and an investment from Clarion Capital Partners.