MRC Chief George Ivie Extends Contract For Five More Years

by Joe Mandese @mp_joemandese, June 15, 2022

The Media Rating Council (MRC) this morning announced Executive Director and CEO George Ivie has agreed to a new, five-year extension to his contract.

Ivie, already the longest-running executive director since the council was formed in 1964, joined in 2000 and his new contract takes him through at least 2027.

The extension comes as the MRC has embarked on setting new standards for new forms of advertising and media industry measurement, including so-called outcomes-based measurement (attribution, mix modeling, sales lift, etc.), as well as new advertising formats such as "intrinsic" in-game advertising experiences. It also comes as the MRC is weighing the impact and standards for emerging technologies such as artificial intelligence.

“MRC has flourished over the years of George’s leadership,” Dale Coons, senior vice president and media research director at Campbell Ewald, and chairman of the MRC’s board of directors, said in a statement announcing his new term. “The organization’s membership has more than tripled, the number of audits MRC oversees annually has grown more than five-fold and the diversity of measurement areas for which MRC has authored standards and subsequently conducted audits has expanded many times over. George’s thoroughness, insight and diplomacy are highlights of his tenure as Executive Director of the MRC. Today’s MRC is looked to as one of the industry’s foremost authorities on measurement issues, which is a testament to George’s vision and skill, and we’re thrilled to know that he’ll be continuing to lead MRC as we face the critical measurement challenges that lie ahead.”

As CEO of the nonprofit council, Ivie earned $555,880 in compensation in 2019, the last a public record of the MRC's Internal Revenue Service tax filing is available for.

9 comments about "MRC Chief George Ivie Extends Contract For Five More Years".

Check to receive email when comments are posted.

Jack Wakshlag from Media Strategy, Research & Analytics, June 15, 2022 at 1:55 p.m.
A great leader and steward. Great for all to see.
Reply

Howard Shimmel from datafuelX, Inc., June 15, 2022 at 2:11 p.m.

The industry is far better due to George and his team's contributions. Too often parochial interests could our view about methodologic issues, George and his team are independent, objective sherpas for the industry.

Tim Brooks from consultant, June 15, 2022 at 5:52 p.m.

I was very involved with the MRC at the time George joined the MRC, and believe hiring him was one of the best decisions we ever made. He has proven to be an effective and far-sighted leader, and the industry is better because of him. Congratulations!

Ed Papazian from Media Dynamics Inc, June 16, 2022 at 8:22 a.m.

Great move for the MRC. George has done a fine job for our industry. Good to see that this will continue.

loura anni, June 16, 2022 at 8:39 a.m.

I am making $150 every hour by working on the web at home. A month ago I have gotten $19723 from this activity. This activity is exceptionally astounding and its normal income for me is superior to anything my past office work. This activity is for all and everyone can without much of a stretch join this correct now by utilize this link.
smile AND GOOD LUCK.smile
HERE====)> https://worksclick.com/

loura anni, June 16, 2022 at 8:39 a.m.

loura anni, June 16, 2022 at 8:41 a.m.

loura anni, June 16, 2022 at 8:44 a.m.

M Cohen from marshall cohen associates, June 16, 2022 at 11:15 a.m.

We are all in much better shape with George at the helm of this important organization. Congrats George!