Cadreon’s Darren Stein joins OMG’s Annalect

Former Cadreon CEO Darren Stein is to become Australia and New Zealand boss of Omnicom Media Group’s data and technology business, Annalect.

Stein left Cadreon after three years, having being appointed the data agency’s CEO when IPG Mediabrands merged the business with activation agency Anomoly in 2016.

Darren Stein joins OMG after nearly three years at the helm of IPG’s Cadreon

OMG Australia and New Zealand CEO, Peter Horgan, said Stein’s appointment is part of building on OMG’s strategy in the market: “Bringing Darren on board continues our investment into Annalect, and underscores our commitment to provide tech and data solutions, that are seamlessly linked to executional capabilities.

“His wealth of experience across analytics, data and technology as well as working within global organisations on both the corporate (Optus and News Corp) and media (IPG) side make him a great fit for the team and an asset for our clients.”

Before joining IPG Mediabrands as general manager of Anomaly in 2013, Stein was director of analytics, insights and strategy at News Corp and, prior to that, Optus’ general manager of insights, segmentation and planning.

Current General Manager of Annalect Australia, Richard Bedford, will report to Stein with the appointment.

Stein said in a statement: “With more data, comes more noise and that can lead to distraction. With unbelievable technology that finally permits us to properly understand, target and personalise, there is an enticement to be unnecessarily complex.

“The continued and increased investment across data, analytical skill sets, marketing and advertising technology coupled with the growing need for marketers to do more with less and prove direct, positive bottom line contribution means getting everything right significantly more often than your competitors is paramount”, according to Stein.

Stein added: “This is far and away the most exciting time to be in any of these areas, and I am very much looking forward to working with a new set of experts on both the agency and client side who want to achieve even more for their brands and customers.”

Stein will start at Annalect on 1st May 2019.


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