CHEP doubles down on consultancy push with promotion of Mark Gretton to CTO

Mark Gretton has been appointed CHE Proximity’s first chief technology officer as part of the the agency’s drive to take on the consultancies.

CHE Proximity, which scooped the pool at last year’s Mumbrella Awards, thanks to its developing model combining traditional agency thinking with a consultancy-led approach, promoted Gretton from his previous role as director of the agency’s digital consulting practice.

Gretton was director of CHE Proximity’s director of digital consulting before his promotion to Chief Technical Officer

Prior to joining CHEP in 2016, Gretton was head of digital marketing and insights at Coles having moved to the retailer a year earlier from Ford’s cross-agency marketing group, Blue Hive. Before Ford, he had been been director of digital and innovation at Clemenger BBDO Melbourne.

Chris Howatson, CHE Proximity’s CEO, said: “We are focusing on stretching core CHEP practices into the customer consulting space.

“Over the last three years Mark has grown our technology practice to over 150 Australian based practitioners, built leading capability across the Adobe, Salesforce and Oracle marketing clouds, and has been a key transformation partner to our clients.”

David Halter, CHE Proximity’s chief strategy officer, added: “Our clients are reshaping their teams and organisations to design, develop and deliver better branded experiences for their customers.

“This requires the perfect balance of data, brand, experience, media, technology and influence. Remove one of the enablers and the idea will be compromised. That is why we’ve organised the agency around these practices, and view creativity not as a siloed department, but a philosophy that is present in everything we do.”

Gretton said of the appointment: “Our recent strong showing at the Adobe Summit awards last month and win at the Adobe APAC partner awards at the start of the year demonstrate the power of the connected model of CHEP.

“However, software providers are continuing to push disciplines together in new ways. Adobe’s acquisitions of TubeMogul, Magento and Marketo, partnerships with SAP and Microsoft and investment in connecting advertising, marketing, commerce and creative cloud tech opens up significant new requirements for businesses to think end-to-end in their delivery models.

“Salesforce and Google’s partnership creates powerful links between advertising, data, media and service ecosystems that businesses are going to have to wrestle with. Everything is becoming more connected. We’re incredibly lucky to be working with some of Australia and New Zealand’s top businesses to define the next era of branded experiences that technology can enable.”


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