Former Kantar CCO Nishant Kaushal heads up data and strategy at ADNA

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Nishant Kaushal, former CCO at Kantar Insights Division, has joined creative intelligence agency ADNA as head of data, strategy and solutions. Kaushal (pictured) is responsible for driving the productisation and monetisation of the ADNA audience panel. He was with Kantar for over a decade, rising through the ranks from research executive to research director, brand strategy and communications insights director, and country head, and CCO. Kaushal started his career as a quant data researcher at Research International.

CEO ADNA Henry Gomez said Kaushal will be putting its audience panel to work in a myriad of ways to drive innovation in research, analytics, customer experience, strategy development and communications. According to Gomez, the proliferation of data and the need for analytics and insights the combined market worth is now US$80 billion and growing at almost 4% in Asia. “Kaushal will harness the primary quant data we are able to generate and ensure that it is applied and accountable with the strategic clarity that the clients need to make key decisions,” he said.

ADNA launched last July with Gary Tranter, David Mayo and Matt Cullen joining Gomez and expanded into Kuala Lumpur and Cape Town by October, with Ron Chow and Mark Taylor leading the operations those two markets respectively. The Kuala Lumpur and Cape Town offices are principally owned by ADNA and minority equity shared with the local partners.

Chow was previously the MD of Kraken Interactive and the Kuala Lumpur team comprises two individuals with access to creative and production resources when needed. Taylor joined ADNA from Arcade, a business he co-founded in 2010. The South Africa team is five-man strong.

The offices combined will double the size of the current ADNA business and bring the total employee count to over 20. It is understood that there are plans to open offices in Sydney, Mumbai and London early in 2021 and discussions are underway with clients in three cities in the US.

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