With the hire, Digital-i said it plans to launch a new analytics and consultancy division, to respond to the increased consumption of video-on-demand and over-the-top content on multiple screens and platforms.
The new Digital-i division is intended to help clients “gain deeper insight into changes in the way viewing of TV content is measured and the new data currencies that are developing,” it said.
Grimmond joins Digital-i from the BBC, where she has been a broadcast media consultant since 2012. Prior to that she worked for UK broadcaster Channel 4, latterly as controller of audience and insight, and has also served as a board director at BARB.
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