Smythe replaces Peter Bowman, who left the role in January.
Smythe, who runs his own market research consultancy called Culture of Insight, reports to chairman of UKOM Douglas McArthur, and is responsible for marketing communications and working with Nielsen to meet the needs of agencies and advertisers.
Smythe previously worked at BMRB, which he joined in 2006, heading up its specialist sports research division. Prior to that he was head of market research at GCap Media. He has also worked as associate director at Carat Insight and started his career as project manager at the Radio Advertising Bureau.
McArthur said: "James has been assisting me on UKOM since the beginning of 2010 and has already proved himself an absolutely crucial part of the team. James has a mix of serious research expertise and great understanding of how agencies work, making him an excellent manager for UKOM.
"Having worked with James before at the Radio Advertising Bureau, I know that James will deliver on his central responsibility of embedding UKOM in the brand planning processes."
The UK Online Measurement Company was set up to specify and oversee the measurement of online audiences and is run by the IAB and AOP, representing media owners, with oversight from ISBA on behalf of advertisers and the IPA, on behalf of agencies.
_1.jpg)
.jpg)
