Petra Mašínová joins as global director for reputation intelligence, while Gregory Aston joins as global head of research, digital advertising intelligence.

Kantar announced the hiring of Mašínová and Aston in a move that further strengthens Kantar’s ability to deliver connected intelligence across paid, owned and earned media.

In her role, Mašínová will guide Kantar’s expertise in reputation intelligence, helping clients to develop a holistic understanding of their earned media impact in an increasingly digital environment.

She joins Kantar with extensive international experience in the reputation intelligence sector and has worked on the client, agency and supplier side. She has held senior positions at Isentia (Australia), Newton Media Group, McCann Consulting as well as government and major corporations in London, Amsterdam and her native Czech Republic. Mašínová will be based in Paris.

Meanwhile in his role, Aston will be responsible for developing and advancing the frameworks and methodologies that are foundational to Kantar’s digital advertising offer, which provides paid advertising intelligence across desktop, mobile, video, social, search and e-commerce search in 15 countries.

Prior to joining Kantar, Aston held a senior position at Havas Media, where he led a multi-disciplinary team delivering strategic and tactical insight to a broad spectrum of agency and client teams across research, buying, planning, strategy, new business and digital analytics departments. Aston will be based in New York.

Richard Asquith, chief product officer, media division at Kantar, says, “We are thrilled to welcome Petra and Gregory to Kantar. Their experience and achievements are recognised across the industry and they will be a considerable asset to our talented global team of media research experts. The strategic hires are part of Kantar’s strong ongoing commitment to delivering best-in-class solutions for our clients.”