MarketCast has appointed Lana Busignani as Chief Executive Officer, Paul Shortley as Chief Revenue Officer, and Kerel Cooper as Chief Marketing Officer. The new executive trio will drive the company’s transformation into a predictive, outcomes-driven advertising intelligence as it prepares to launch its flagship Total Effect solution in early 2026.
The appointments position MarketCast to meet growing marketer demand for measurable proof of advertising effectiveness in an increasingly complex, multichannel environment. Total Effect will become the centerpiece of the company’s next-generation portfolio by unifying creative performance and media execution into a single predictive, AI-enabled framework.
Launching in early 2026, Total Effect integrates creative quality, exposure, attention, behavioral signals, and hard business outcomes. The solution enables brands to optimize creative and media strategies earlier, predict performance with real-time modeling, and directly connect ad exposure to brand lift and sales.
“Joining MarketCast at this moment is energizing, especially given the opportunities to deliver even more value to our clients,” said Busignani. “Marketers are facing unprecedented pressure to prove what’s working, and MarketCast is uniquely positioned to answer that. I’m excited to build on the company’s incredible foundation of technology-driven advertising effectiveness insights and accelerate our shift into real-time, predictive analytics. With Total Effect and our growing AI native intelligence platform, we have the opportunity to reshape how brands understand and optimize advertising impact in a more complex world.”
Shortley and Cooper complete a leadership team built for scale and relevance. Shortley will accelerate enterprise adoption of MarketCast’s intelligence platforms, while Cooper will elevate the company’s brand story around AI-powered clarity and speed for marketers.
MarketCast is a leading technology and data-enabled advertising effectiveness firm dedicated to helping brands maximize their advertising impact and amplify brand fandom. With a powerful portfolio of advertising and brand solutions, MarketCast helps clients find the right audiences to target, craft ad creative that resonates, and build long-term brand affinity. Headquartered in Los Angeles, MarketCast’s team of researchers, product experts, and data scientists deliver game-changing insights for brands around the world. Visit www.marketcast.com for more information.
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