ZenithOptimedia’s Aaron Michie departs to head Australian operation of Guardian Labs

Michie: Moves from ZenithOptimedia to head up Guardian Labs locally

Chief innovation officer of ZenithOptimedia Aaron Michie is to depart announcing he will move over to the Guardian Australia to head its branded content division, Guardian Labs.

Michie will be responsible for growing its branded content revenues and content delivery in Australia and will report directly to Guardian Australia’s managing director Ian McClelland.

Ian McClelland, managing director, Guardian Australia, said in a statement: “Aaron is an excellent hire for us and we are excited to have him on-board. He is an industry leader and brings extensive agency experience across multiple disciplines, which will be vital as we continue to develop market-leading solutions for our clients.”

Aaron Michie said: “I’ve long admired The Guardian and am incredibly proud to join such a talented team. I’m really looking forward to working with everyone on growing the business and making Guardian Labs a market leader in innovative and effective brand partnerships.”

Globally, Guardian Labs now has more than 130 staff creating native advertising, built-on content, tech and data.

Michie’s departure is the latest senior departure to go from ZenithOptimedia as new CEO Matt James shakes up the management team.

Last last year ZO announced the departures of COO of Andrew Sherman and head of digital, Ros Allison.

No replacement has yet been named at ZO.