EssenceMediacom creates specialist data, technology, and analytics team
GroupM agency EssenceMediacom has formed a dedicated data, technology, and analytics function to deliver business solutions to clients in the post-cookie era.
“We are investing significantly in our data, tech and analytics capability, which will enable us to provide further clarity and direction for our clients in this ever-changing environment,”said CEO Pippa Berlocher.
“We are committed to providing the expertise that our clients increasingly require to breakthrough in the new communications economy.”
L-R: Nicholas Hinchley, Vianna Kim, and Poorani Adewole
The capability will be led by Poorani Adewole, who joins the agency from within GroupM to take on the new role of chief of data, technology and analytics.
Adewole has more than 20 years of experience, with expertise in digital and performance marketing gained from both local and international roles.
She will be joined on the team by national head of performance, Vianna Kim, who arrives at the agency from OMD Australia. Kim has 12 years of digital marketing experience across the US and Australia, having most recently led OMD’s data and tech maturity for its clients.
Nicholas Hinchly has also been appointed as national head of performance, data and technology. Hinchley’s experience spans 12 years in the industry, beginning in SEO and SEM, and overtime encompassing all aspects of digital and performance marketing.
Adewole commented: “What a trio we have already become! I am super pumped to showcase the breakthrough thinking that this team will bring to our clients in driving transformation change to media maturity. The best part of this role is we are an integrated function who get to work with our client teams and clients in delivering media contribution to business outcomes.”
The merger of GroupM agencies Essence and Mediacom, EssenceMediacom first launch in the Australia market in January 2023. The landed a number of recent client wins including Google and Mable.
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