Kantar’s head of advertising joins Cubery as general manager

Sam Walters has been announced as general manager, consulting at Melbourne market research agency Cubery.

Walters joins the agency from his previous role as head of advertising at Kantar.

Sam Walters

Cubery is a technology based agency that focuses on using research automation to improve the efficacy of a business’s marketing.

Walters first joined Kantar as an account director in 2008, before leaving in 2013 to join Galaxy Research as research director. In 2014, Walters joined BT Financial Group as head of customer insights and analytics. He went back to Kantar in 2016 as head of creative development and senior account director. While at Kantar, Walters has worked with clients such as Coca Cola, Vodafone, Unilever and Reckitt Benckiser. Kantar was sold by WPP AUNZ in late 2019 to Bain Capital.

Phil Toppi, managing director and founder of Cubery, said of the appointment: “We’re absolutely ecstatic to have Sam join the team and head up our consultancy division.”

Toppi added: “Sam’s appointment underlines our commitment to not only using technology and automation to make market research as accessible as possible, but also pairing this with the best thinkers in the advertising and product development space.”

Walters said: “Marketers and advertisers have slowly begun to realise that data in itself answers very little. I’m thrilled to be joining Cubery on their single-minded mission to help clients build more profitable brands.”


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