Pathikrit SenGupta joins MediaVest USA as senior vice president, analytics director. Based in New York, SenGupta will also work with Starcom MediaVest Group Research to shape a global data and
analytics discipline for the SMG network. Previously, he was vice president of analytics at Information Resources Inc., where he provided analytical stewardship for all of PepsiCo's flagship brands.
Before that, he was a group director at Omnicom's BrandScience.
