Whitaker, who takes the helm from Saturday, 1 June, has over 15 year’s experience in market research, media strategy, traditional and digital marketing, having worked at AC Nielsen, Millward Brown, Nestle SA, MTN and, most recently, Publicis Media.

His focus will be to ensure transformation and future-proofing of the BRC’s currency across radio and television. He will also manage the transition into the digital universe, prioritising multimedia audience measurement in the next 12 months.

BRC chairperson Monde Twala says, "We are pleased to have Gary onboard. The BRC remains focussed on driving the transformation of audience measurement in South Africa, and we are confident that he will provide the leadership and expertise required to adapt to the evolving landscape."

Whitaker will drive the execution of the BRC’s mandate with his operational team of research director Karabo Matobole, research executive Boitumelo Pooe, office manager Anele Ntiuli and accountant Perceverance Thakhudi.

For more information, visit www.brcsa.org.za