Market research giant Ipsos has tapped former Nielsen chief Mitch Barns to steer its critical Americas division, bringing in a seasoned veteran of the data analytics industry to right a regional segment that has recently lagged behind expectations.
Barns assumes the role of Chairman and CEO, Americas of Ipsos on November 2, 2026, according to company announcements. Reporting directly to Group CEO Kelly Beaver, he will also take a seat on the executive committee, overseeing operations spanning the United States, Canada, and Latin America.
The leadership shuffle comes at a delicate operational crossroads for the firm. While Ipsos reported total revenues of 1 806 millions d’euros with an overall organic revenue growth rate of 0,9 % over the first nine months of the year, its Americas segment has faced headwinds. Organic growth in the Americas slipped by 1.2 % in the third quarter alone, dragged down by execution delays tied to the company’s Horizons strategic plan.
Consequently, Ipsos adjusted its full-year 2026 organic growth guidance to a range between 1,2 % and 1,5 %, tempering earlier projections of “autour de 2 %” for the first half of the year. Macroeconomic uncertainties, geopolitical friction, and the lingering fallout from Middle East conflicts on regional activities also factored into the revised outlook.
A Proven Hand in Data Transformations
Barns brings a resume to his new post. From 2014 to 2018, he served as the global CEO of Nielsen, guiding a company that generated more than $6 billion in business, operated in over 100 countries, and employed more than 40,000 people. During his tenure at Nielsen, Barns guided the company through a period of significant strategic reshaping, driving extensive M&A and investments to attract top digital and tech talent.
His roots in the insights space stretch back further. Before taking the helm globally, Barns held the position of President for Nielsen’s U.S. Media division and prior to that led its operations in Greater China, alongside worldwide initiatives focused on advanced analytics and product innovation. His professional journey began with a 12-year stint at Procter & Gamble, where he undertook various brand management and marketing research assignments.
Following his time at Nielsen, Barns acted as CEO of The Opus Group between 2021 and 2024, successfully guiding the enterprise through a post-pandemic expansion phase. Furthermore, he has contributed to the boards of several pioneering analytics and insights organizations and worked as an advisor for private equity investors focusing on the technology, data, and analytics sectors—all of which complement Ipsos’ current drive toward tools like the Ipsos.Digital DIY platform, which achieved 14% organic growth over the course of 9 months.
Transition Timing and Leadership Shifts
The appointment marks the departure of Mary Ann Packo, who has led Ipsos’ operations in North America. Packo will leave the group at the end of November, working alongside Barns through the interim weeks to ensure the handover.
Group CEO Kelly Beaver pointed to the strategic weight of the transition, noting that the Americas are an essential region for Ipsos. “As the Americas are a critical region for Ipsos, his unparalleled track record at the highest levels of our industry, combined with his recent experience on the boards of innovative data and technology firms, makes him the ideal leader to execute our growth strategy,” Beaver stated.
Barns noted that the industry is going through a period of reinvention. “Ipsos is well-positioned to lead with its wealth of talent, strong portfolio of capabilities, and global reach,” Barns said.
With the leadership transition set to take effect on November 2, 2026, market watchers will be tracking whether Barns can stabilize the Americas segment and accelerate execution on the Horizons strategy as the company closes out the final quarter of the fiscal year.
