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Columbus makes key appointments for new data and strategy division

Dentsu Aegis Network-owned performance marketing agency Columbus has opened a data, product and strategic division, Columbus Core.

The new division will be led by Mark Duffy, who has been promoted to national head of products and partnerships.

Columbus Core’s Mark Duffy: “This team will pivot our business further.”

Duffy was previously the company’s head of performance, having joined Columbus four years ago as group business director.

“I’m absolutely thrilled to lead the Columbus Core Team. This team will pivot our business further, aligning with Merkle’s unique capabilities, to provide a powerful offering for clients with data and strategy for a deep understanding of our clients’ consumers,” said Duffy.

The agency has also appointed Andrew Molan as national head of data, and Daniel Tobin to national head of experience. Tobin moves takes the national role having previously been experience director for NSW and Queensland and will lead the agency’s experience and content offering.

Columbus CEO, Rebecca Tos said: “Our clients are looking to us to help them navigate the consumer journey, starting with truly understanding their data and the value it can bring.

“Mark has proven expertise in consulting with clients across all aspects of data, strategy and activation and was a standout candidate when seeking a leader for the Columbus Core. The team is made up of outstanding individuals to further cement our data driven, people based approach. I’m looking forward to working with Mark on elevating and broadening our capability set even further, in alignment with our Merkle vision.”

Also joining Columbus Core will be Matt Soulsby and Rachelle Beaven who have stepped into national strategy director roles, along with Trent Light who joined from Dentsu X.

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