Bluefin Labs– a company that tracks a brand’s perception on social media sites while a commercial airs on TV– has named a new CEO.  JP Maheu has signed on with the fledgling company as CEO while its co-founder Deb Roy will take up the role of chairman.

Maheu was most recently the global CEO of Publicis Modem, the digital marketing arm of Publicis Worldwide, and has also served stints as CEO of Razorfish and chief digital officer at Ogilvy & Mather.

Bluefin provides technology that allows network programmers as well as advertisers to track what people are saying about specific products or TV shows on social media such as Twitter or Facebook.

The company raised $12 million in a Series B round led by Time Warner Investments and also included SoftBank Capital, Redpoint Ventures and Lerer Ventures.