UM names Adam Krass as chief digital, data & technology officer

Mediabrands media agency UM Australia has appointed a new chief digital, data and technology officer, with Adam Krass named as the successor to Maria Grivas.

Former data and tech lead Grivas was appointed CEO of Mediabrands full-service performance agency, Reprise Australia, earlier this year.

Krass brings more than 15 years of agency and marketing experience to the role, which will see him work alongside UM clients, agency leadership and the wider Mediabrands group.

He was most recently head of marketing technology at OMG’s Annalect, and also served as head of data and operations and GroupM’s Xaxis. Krass also had stints at eBay, Seven and Nine.

UM Australia CEO, Anathea Ruys, said: “We are thrilled Adam is joining us in this key role. He will ensure our clients and client teams have tailored and incisive digital solutions developed through media owners and the capabilities of the wider Mediabrands group.

“In particular our digital performance agency Reprise and the addressable activation solutions and advisory services available from Matterkind.”

Of his appointment, Krass said: “I am excited to be joining Anathea and the team at UM to partner with iconic brands and help accelerate their digital, data and technology capabilities.

“I have long admired Mediabrands’ strategy capabilities and abilities to execute industry-leading work.  I look forward to building on that foundation to make digital the number one growth driver within clients’ portfolios.”


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