Don Gloeckler

Manager-Media Research, North America, Procter & Gamble Co.

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Don Gloeckler was a market researcher focusing on advertising creative and share data for most of his 28-year Procter & Gamble Co. career. He shifted to media research three years ago, and his late-career transformation is helping shake up U.S. media measurement, too.
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Don Gloeckler, Manager-Media Research, North America, Procter & Gamble Co.
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As manager-media research, North America, Mr. Gloeckler, 52, has become P&G's point man in pushing for commercial ratings covering individual TV ads. And it's moving the needle. Nielsen Media Research earlier this year announced it will roll out affordable ratings for one-minute commercial pods.

Mr. Gloeckler's insights from consumer research also prompted development of Apollo, a joint project of Arbitron and VNU's ACNielsen combining media data from portable people meters with purchase data from ACNielsen's HomeScan panel.

Before his new role, Mr. Gloeckler managed P&G's global market-share data after stints heading consumer research in Japan and Canada.

Greg Ross, director-North America media and marketing, brought him in to take a fresh look at an area of growing concern: U.S. media measurement.

While Mr. Gloeckler had little experience in that area, he thinks that's a plus. "It causes me to come to the media world with a little different perspective," Mr. Gloeckler says, "because I come to it with this focus on consumer understanding as opposed to a desire to understand the value of media."

Apollo was one area where a fresh viewpoint paid instant rewards. "When I was first exposed to Arbitron's PPM, a light bulb just went off in my mind immediately to say this has single source written all over it," he says. The idea was to pool media and purchase data from a single panel of consumers to measure exactly how various media affect purchases.

"He's been the ideal contributor to Apollo, which really worked to bridge the disciplines of market research and media research," says Linda Dupree, exec VP-portable people meter product development at Arbitron.

* Fresh perspective on U.S. media measurement

* "Everybody wants him in a meeting"

* Ad-side member of Media Rating Council
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