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Effective Measure Accelerates South African Expansion with New Country Managing Director

CAPE TOWN, 24 October 2012 – Effective Measure, the leading provider of digital media planning solutions and online intelligence in emerging markets, has solidified its commitment to the fast growing South African digital market with the appointment of Alan Morrissey as Country Managing Director.

As incoming Managing Director, Alan replaces Francois Vorster and will lead efforts to increase awareness and adoption of Effective Measure’s research and planning solutions throughout South Africa.

As an eight-year veteran of the digital media industry with extensive experience in the UK, Ireland and EMEA markets, Alan joins the rapidly expanding Effective Measure international management team with a wealth of experience in the online, retail, manufacturing and technology sectors. His particular area of expertise is in Online Business Intelligence, Research and Web Analytics.

“We are delighted to bring Alan’s depth of international experience on board to lead the dynamic South African market. In his new role, Alan will focus on user engagement, strategic partnerships and driving operational growth,” Effective Measure Regional MD – MEA, Brendon Ogilvy said.

Alan joins Effective Measure’s South African branch from the United Kingdom’s auditing bureau, ABC UK, where he was Senior Sales and Account Manager. In that role, he was responsible for auditing digital across Web, Mobile, Apps, Email and Ad Serving and print media to industry agreed standards. With responsibility for over 200 key digital Media Owner, Media Buyer, Web Analytics and Advertiser accounts, he worked closely with publishers and media brands including,,, Future Publishing, Haymarket Media, Incisive Media,, Mailonline (Associated Newspapers), IPC, Bauer, EMAP, OMD UK, Walker Media, Carat and

“Having a strong local presence in South Africa is vital for Effective Measure as we are committed to providing relevant, highly targeted data and in-depth local market support for our growing client base. Alan brings a highly sought after pool of knowledge in the online sector and an intimate knowledge of growing markets which will help to guide our growth in the region,” Ogilvy added.

Alan, originally from South Africa takes on his new role effective from 1 November 2012. As part of his role, he will be working closely with South Africa’s independent digital media advocacy association, the Digital Media and Marketing Association (DMMA) executive team to increase the use of Effective Measure’s portfolio of products in the interests of South African Media Owners, Media Buyers and Advertisers to trade effectively online with a trusted digital currency.

“I’m very excited about taking up the challenge and working with the Effective Measure senior management team and the DMMA on expanding the use of Effective Measure’s market leading business intelligence products and services. With broadband penetration reaching new heights in South Africa and digital ad spend increasing at an exponential rate, there is an increased need for a single digital trading currency. Effective Measure’s accurate and trusted media planning and buying solutions are ideally placed to help with this rapid expansion,” Morrissey said.

Effective Measure is currently meeting emerging market demand and bolstering its international executive talent across all its territories including the UAE, South Africa, Australia and numerous countries in Southeast Asia, and will be announcing a number of new appointments in the coming months.


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