Bruce Friend Appointed President Ipsos OTX MediaCT

Veteran media researcher assumes responsibility for all U.S. MediaCT business following Ipsos’ acquisition of digitally driven research company, OTX

Tuesday, April 27, 2010

New York, NY – Jim Smith, Chairman and CEO Ipsos North America, named Bruce Friend to the position of President Ipsos OTX MediaCT, responsible for all MediaCT related business activities for the United States. Mr. Friend was most recently OTX President, Client Development.

The announcement follows the acquisition of OTX by Ipsos on March 12, 2010, and will leverage Mr. Friend’s impressive career as a media and entertainment researcher, particularly his role in establishing OTX as a leading provider of innovative online research solutions that help clients successfully keep pace with, adapt to and profit from digital’s impact on their businesses and brands.

“Throughout his career, Bruce has been immersed in understanding how the evolution of technology has radically changed people’s behavior and attitudes about media, distribution platforms and entertainment content over time,” said Jim Smith, Chairman and CEO Ipsos North America. “His background, OTX leadership role, and success in designing effective research that recognizes and meets today’s challenges, will deliver tremendous value to our growing base of clients.”

The U.S. division – newly named Ipsos OTX MediaCT – will unite Ipsos’ market-leading global position in media measurement and analysis with OTX’s track record of savvy product innovation to expand its U.S. client base, develop new products and services for global territories, and increase the awareness and value of the Ipsos brand in the United States.

Mr. Friend joined OTX in 2003 and was instrumental in building OTX’s industry-leading Media and Entertainment Insights practice, and making OTX the fastest growing research company since that time. He has nearly 30 years of global experience in multi-media and entertainment brand research and strategic planning.

Before OTX, he held the position of Senior Vice President of Research for the Columbia Tristar Worldwide Marketing Group, a division of Sony Pictures Entertainment, and spent eight years in various senior management positions at MTV Networks where he oversaw the development and design of a multitude of domestic and international studies across all the MTV Networks, and was also responsible for MTV Films and Nickelodeon Movies research initiatives. At the beginning of his career Bruce amassed over thirteen years of research experience working in management positions at The Disney Channel, Home Box Office, Telemundo Group Inc., Saatchi & Saatchi and Y&R Advertising.

“This is an incredibly exciting opportunity for me, Ipsos and our collective clients, to be combining all of our highly valued media, content and technology insights under one roof, and then be able to leverage that knowledge back to our clients and their brands,” said Bruce Friend, President Ipsos OTX MediaCT. “As our clients know, it’s not enough for a research agency to just be strong in one or two media content or technology industry verticals – you must understand them all to truly understand today’s rapidly evolving media consumer.

With the formation of this new MediaCT organization, Ipsos OTX is now uniquely positioned to capitalize on the established research experience and cutting-edge technology of our combined companies, in order to keep pace with our increasingly complex media marketplace.”

Mr. Friend, based in New York City and Los Angeles, will report to Jim Smith, Chairman and CEO Ipsos North America and to Richard Silman, CEO Ipsos Global MediaCT. Reporting to Mr. Friend from the current Ipsos MediaCT businesses will be Brian Cruikshank, Executive Vice President of US Tech/Com and Bob Shullman, President of Ipsos Mendelsohn. The existing OTX Media and Entertainment Insights management teams that oversee the Worldwide Motion Picture and Digital Media Divisions will continue to report to Mr. Friend.

For more information on this news release and Ipsos travel research, please contact:
Elen Alexov
Director of Marketing Services
Ipsos in North America

About Ipsos OTX MediaCT

Ipsos OTX MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT’s market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos OTX MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment.

To learn more, please visit

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2009, Ipsos generated global revenues of €943.7 million ($1.31 billion U.S.).

Visit to learn more about Ipsos' offerings and capabilities

Bruce Friend Appointed President Ipsos OTX MediaCT

Downloads PDF

Press Release


Elen Alexov
Director, Marketing Services,
North America