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Dentsu X’s Eaon Pritchard joins UM Melbourne as head of strategy

Dentsu X Melbourne’s government strategy lead Eaon Pritchard has been appointed to run strategy for UM Melbourne.

Eaon Pritchard (right) will report to Gareth Nicholls (left)

Pritchard spent the past 18 months at the recently rebranded Dentsu X and was previously head of strategy in Melbourne for the now-defunct King Content

In his new role Pritchard will report into UM Melbourne general manager Gareth Nicholls.

UM Australia CEO Fiona Johnston said the hire would bolster UM’s human and data intelligence capabilities.

“Intelligence is nothing if not humanely applied. It is this mixture of hearts and smarts which is so critical to our clients’ businesses into the future, and these smart new people will bing even deeper levels of scientific and human experience to our unique and diverse UM team. A team already driving great outcomes for our clients as so clearly seen from our strong recent defence and wins of ING Bank and Lego,” she said.

Pritchard himself also focussed on the power of data, saying: “We have more data and tech available than at any time and it’s multiplying. Being able to navigate this environment with human understanding and creativity will only become more important. UM is perfectly set to lead in the science and art of sophisticated modern communications and I’m very excited to be joining.”

Claudia Rossi is also joining the IPG Mediabrands’ agency as a client business analytics lead in Sydney. Rossi was previously insights and research manager for Pandora Australia. She will now focus on “providing a seamless link between data-driven analysis and the media planning process”, a statement from UM said.

Michelle Nagle has replaced Pritchard as head of government strategy at Dentsu X. Nagle was previously strategy director for government at the agency.

Penny Davy-Whyte, general manager for Dentsu X in Canberra said the agency was delighted Nagle had accepted the role.

“As a dedicated and proven performer in our business, under Michelle’s leadership I’m confident the team will maintain its reputation for delivering the highest quality, strategic communication solutions,” she said.

“We would also like to thank Eaon Pritchard for his contribution during the last 18 months, and wish him well with further endeavours.”

Nagle said: “It’s a very exciting time to be stepping into this new role. I’m thrilled to have been given the opportunity the combine my passions for marketing science to continue helping the government connect with individuals and communities.”

 

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