Undivided appoints a head of media
Recently rebranded agency Undivided has committed to growth in 2025, with the appointment of a new head of media.
Elaine Wightman takes on the newly-created role, joining from reusable product brand Frank Green.
Signalling the agency’s investment in data-driven, integrated media strategies, Undivided told Mumbrella that Wightman will ensure alignment between data, creative, and strategy.
“Elaine’s deep understanding of how data and media intersect to drive growth is where brands are getting an unfair advantage,” CEO Jonathan Rolley said.
“Her client-side and agency experience provides her with a holistic view of the marketing ecosystem, and her expertise will be invaluable as we continue to expand our agency.”
Wightman, whose career spans over 20 years, was most recently head of media, CRM, and loyalty at Frank Green, where she drove growth for the brand, scaling it both locally and globally.
Prior to that, she held positions across agencyland at Nielsen, Mindshare, Huckleberry, Dentsu, Ogilvy, and more.
Undivided has said her “proven track record” perfectly aligns with the agency.
“I’m thrilled to join Undivided at such an exciting time,” she said of her appointment.
“The product Undivided has is market leading and I’m eager to apply my experience in data-driven media strategies to enhance their market presence. Undivided’s commitment to innovation and collaboration resonates with my own approach, and I look forward to contributing to the agency’s continued success.”
Her appointment comes a few months after the agency rebranded, as revealed by Mumbrella.
Formerly known as Direct Response Media, the rebrand was “born from the desire to unify marketing in an increasingly fragmented world”.
Rolley told Mumbrella at the time: “We’re not interested in simply buying media.
“We’re here to forge genuine connections between brands and consumers. To do that, we need to move beyond fragmented strategies and embrace a truly unified approach.
“It’s time for a revolution in media. We believe in a holistic approach, where creative and media intertwine seamlessly to forge meaningful connections and drive tangible results.”
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typograhy may be retained in direct quotes from releases.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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