Toni Seijo

Toni Seijo is the Creative Excellence & Audience Measurement Service Lines Leader at Ipsos in Spain, a position he has held since July 2018. Based in Barcelona, he has over six years of experience in this role, where he leads initiatives related to creative evaluation and audience measurement. His work involves collaborating with major clients such as Google, Banco Sabadell, and Samsung, focusing on improving branding and performance metrics through innovative research tools and methodologies.12

Professional Background

Toni Seijo has a robust background in market research and analytics, having previously served as the Ipsos-ASI BU Director for Spain from January 2010 to June 2018. In this capacity, he managed a team of over 30 professionals and was responsible for a business worth €5 million. His earlier roles include directing the advertising and brand equity research team at Ipsos and serving as the Brand & Media Services Director at Kantar, where he launched Spain's first multi-source brand monitoring system.1

Areas of Expertise

Seijo specializes in several key areas:

• Brand Equity Building
• Customer Experience Measurement
• Audience Measurement
• Cross-Media and Digital Brand Effects Measurement

He is particularly interested in advancing the accuracy of brand measurement through both short-term and long-term metrics, emphasizing customer-centricity from both academic and business perspectives.12

Through his extensive experience and leadership at Ipsos, Toni Seijo plays a pivotal role in shaping how brands understand their impact in the digital landscape.