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Amplified Intelligence hires ex-Deloitte and Xero talent as chief product officer to help drive ‘long-term change’

Attention tracking and measurement tech company, Amplified Intelligence has appointed a chief product officer, in order to “drive an ambitious attention program” across the planning, trading, and measurement of advertising.

Anneliese Urquhart joins the Adelaide-based company from Education Horizons, where she has been chief product officer since January 2021. She is returning to Amplified Intelligence, after consulting for the company to help launch its proprietary product, attentionPLAN in 2020.

Urquhart

Amplified Intelligence is a research and measurement firm of human attention specific to advertising. The company describes itself as “changing the way that media is measured with cross-platform human attention measurement insights and products”. It said the new hire spearheads the next wave of its expansion, which includes a post-seed funding round of $3 million in 2021, supported by significant interest from “top tied global VCs despite signs of slowing in the VC market”.

Urquhart has experience working for major firms and financial institutions including Xero as global customer acquisition director, Deloitte as a consultant, ANZ as a digital sales and web channel manager and most recently her product role at Education Horizons.

Founder and CEO, professor Karen Nelson-Field said: “I am delighted to have secured Anneliese for the next stage in our company’s journey. Her dynamism, collaborative approach and commitment to building high-performing teams fit perfectly with Amplified’s culture. Her product track record in emerging environments is enviable. We are on the precipice of creating long-term change in our industry and Anneliese is absolutely the right person to help drive this change.”

Nelson-Field and Amplified Intelligence are ramping up after significant market buy-in

Urquhart added: “I am incredibly excited to be joining the team at this time. It is rare for a company to be as well positioned for growth as Amplified Intelligence is. With category leading insight and technology, we can help brands get more from their advertising budgets.”

The company said she will join chief growth officer, Phil Townend and Ryan Green, chief technical officer in the “growing c-suite”.

Recently, Amplified Intelligence signed on Dentsu, OMG, Publicis, IPG, and WPP in the Australian market to its attentionPLAN product. Other major brands and media companies working with Amplified Intelligence include: Shell, Mars, Pepsi, Nine Entertainment Co, Seven West Media, Val Morgan, Facebook Twitter, and Spotify.

This followed news in 2021 that independent media agency, Hatched would be the first to onboard Amplified Intelligence’s attentionTRACE tool into its planning. Last year, Hatched’s Jack Byrne and Andrew Pascoe appeared on the Mumbrellacast alongside Nelson-Field to chat about AttentionTrade and the company’s full launch in the Australian market.

New product offerings from the company include Attention Adjusted campaign optimisation through attentionADJUST, in addition to media trading tech with attentionTRADE which is currently in closed alpha testing, according to Amplified Intelligence.

Amplified Intelligence aims to help advertisers maximise media spend, drive better campaign outcomes, and minimise wastage across digital, cinema, OOH, and TV. It is seeking to replace legacy media trading metrics with tools that measure the exact effectiveness of ads across different media on human attention.

 

 

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