Alice Sylvester
Partner, Sequent Partners

Alice Sylvester has been a Partner at Sequent Partners for over 15 years. She has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement through USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners. Prior to joining Sequent Partners in 2008, she held a variety of positions in research and planning at major advertising agencies.

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Jim Spaeth, Ph.D.
Partner, Sequent Partners
A Sequent Partners co-founder, Jim has consulted on media and brand metrics for many of the country’s foremost media, associations and marketers. Jim also founded USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners. Prior to Sequent Partners, Jim served as President of the ARF and before that developed new research tools to improve clients’ business performance at PEAC ViewFacts, ScanAmerica, and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam. Jim was inducted into the MRC Hall of Fame and received the ARF’s Erwin Ephron Demystification Award.

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Paul Donato

Chief Research Officer
ARF

Paul Donato joined the ARF as Chief Research Officer in October 2017. Paul is a highly-regarded leader in media and advertising research with more than two decades of industry experience. Earlier in his career he co-founded WPP’s Media Research Business Unit, served as CEO of Kantar Media, and Technical Director of IBOPE Latin America. He was the EVP and CRO for The Nielsen Company for more than a decade, overseeing Nielsen retail, consumer, mobile, and media measurement methodologies. Upon leaving Nielsen, Paul founded Jatopond, a media and market research firm. He also has led business units at Simmons, and at Audits and Surveys Worldwide. He currently sits on the Future State Committee of the National Air and Space Museum. In addition to leading the research team, Paul will also play an active role in overall ARF leadership, helping to guide our future direction.