OMG agency Annalect hires Liesa Newland from GroupM

OMG analytics, data and tech agency Annalect has hired GroupM’s Liesa Newland to take up the newly created role of head of data infrastructure and integration.

Formerly head of investment intelligence at GroupM, Newland joins Annalect, with her remit extending across both Australian and New Zealand markets.

Annalect CEO for Australia and New Zealand, Darren Stein said: “Annalect continues to expand its capabilities and deliver impactful solutions to its clients. A core way in which we are able to do this is by ensuring Omni, the industry’s most integrated platform, is piped as efficiently as possible and fuelled with the right data.

Liesa Newland

On her move, Newland said: “It has been a pleasure to be part of the GroupM journey. I joined with Steady at its inception and have worked alongside every CEO, CIO and CDO since. My experience with the leadership team has been invaluable and it has been a joy to work with the group and agency teams.”

She continued: “But I am so privileged to take on this challenge with Omnicom Media Group and incredibly excited to collaborate with the respected leadership team, their world-class clients and data partners to expand data integration both within Omni and across the evolving architecture in Australia and New Zealand.

In the new role, Newland will be working to deliver the Annalect future vision and investment in the agency in the areas of data, tech and analytics.

OMG’s Australia and New Zealand CEO, Peter Horgan said: “OMG continues to invest and expand our data and technology solutions to drive growth and success for our clients. Liesa is a unique leader with experience delivering innovation across all aspects in the media landscape including digital, data, business intelligence and Martech. She is also the founder of a CPG business which successfully launched on the ASX, leaving her with first-hand understanding of our clients’ needs in the e-commerce era”.

Stein added: “We are so glad we could attract the level of talent that someone like Liesa brings. Her experience in responding to the continuing expansion of integration requirements whilst promoting collaboration across the diverse skillsets found in media groups from Data Scientists, BI Analysts, Ad Tech Engineers and Architects to Agency Client teams will be a huge addition to the group.”

On her departure, a GroupM spokesperson said: “We can confirm that Liesa Newland Head of Investment Intelligence has left the business after 17 years with GroupM.

“Liesa is a brilliant thinker that has been a core part of GroupM for many years. She has worked with every CEO, CIO and CDO at GroupM since its inception, and has been a highly valued member of the team. We wish her well on her next venture and thank her for all her contribution and commitment to GroupM.”

Newland joined GroupM in 2017 and was appointed to her role as head of investment intelligence in 2018.

GroupM is yet to appoint a replacement CEO, following Mark Lollback’s departure earlier this year. The WPP AUNZ CEO position is also yet to be filled, following Jens Monsees’ decision to stand down in May.

Newland commences with OMG on 1 September this year.

This article was updated to include comments added by GroupM after publishing.


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