Essence appoints Daphne Goh as VP of data strategy

Essence, WPP’s media agency which boasts local clients including Tiger Airways, has announced Daphne Goh has come on board as vice president of data strategy, working out of the Sydney office.

Goh: There is an increasing need for governance in the digital age

Goh joins from Google in Copenhagen, where she was senior industry manager working with DoubleClick platform clients. She has previously held roles across Australia and New Zealand with ZenithOptimedia and Adobe. 

Goh will report to Jon Taylor, senior vice president of global data strategy.

Data strategy, Goh said, is imperative to marketers, and there is an increasing need for governance in the digital age.

“With a user-centric approach to planning, my goal is to lead data strategy at the outset of client engagements. I’m excited to help clients maximise the value of data to achieve even stronger insights, audience targeting, communications and outcome measurement,” she said.

Kyoko Matsushita, CEO of Essence APAC, said the agency was growing rapidly across the region, and having experienced data strategists and analysts would assist with finding more success.

“As a full-service agency, we have data, measurement and analytics at the core of our offerings at Essence, enabling us to provide our clients with deeper insights to help them earn more valuable connections with their target audiences.”

Goh began her role in February.

The agency also announced Aarti Bharadwaj would join the Delhi operation as vice president of client analytics.

“Advanced analytics, when paired with Essence’s cross-channel communications strategies, will drive effectiveness and efficiency, ultimately enabling clients to make advertising more relevant for their customers,” Bharadwaj said.


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