Attention measurement platform Amplified Intelligence is expanding into the UK.
The Adelaide-based company is opening a regional HQ in London, appointing Unruly’s Global VP, Client Partner, Nigel Ashton, as its SVP Commercial Partnerships, EMEA.
The expansion into EMEA is the latest for the company, which recently closed a post-seed funding round of $3 million and is reportedly generating a lot of interest from top tier global VCs ahead of an expected Series A funding round.
Ashton, who has worked in the ad industry for mor ethan 25 years, will lead Amplified Intelligence’s commercial strategy in EMEA, where he will be responsible for servicing the company’s growing client base in the region.
He will be supported by Accenture Interactive’s Rod da Rosa, who joins as EMEA Commercial Operations Lead.
Ashton has worked at global advertising platform Unruly for almost three years as VP Global Strategic Accounts. Prior to this, he was Global Industry Partnerships Director at Oath / AOL and also held senior positions at Microsoft, the Telegraph Media Group and Mail Newspapers.
Da Rosa has more than 20 years of experience working in the advertising operations, technology and consultancy space with companies such as Virgin, InSkin, TrafficRich and Accenture. He will be responsible for building out Amplified’s customer success and technical functions to support client operations across EMEA. Da Rosa has already started in his role, while Ashton will officially join the company on March 28.
Ashton will report to Amplified’s Chief Growth Officer and 2IC, Phil Townend, and Da Rosa to Daniel Lyas, Head of Product Operations.
Townend: “I’m delighted that top talent such as Nigel and Rod have agreed to join the Amplified team. With almost two-thirds of our revenue now coming from the US and UK, it’s critical we give our rapidly expanding client base access to the best in-market support, while also providing air cover from our global HQ in Australia. But this is just the beginning of our global expansion plans – and we plan to have on-the-ground representation within four continents by the end of the year.”
Ashton: “It's rare that you get a chance to work for an organization that is redefining the way an entire industry is measured. The fact that only 17% of MRC viewable inventory gets more than half a second of real human attention goes to show the job that needs to be done to help clients identify and eliminate media wastage. I’m thrilled to be joining the Amplified team at such an exciting time and being part of the future journey of this pioneering business.”
Da Rosa: “Our industry is changing – the need for transparency, media efficiency and reliable data-driven insights has never been more important for benchmarking campaign effectiveness. I was so impressed by Amplified’s vision, its proprietary tech in collecting human attention data cross-platform and what they’ve achieved in a relatively short space of time. I had to get onboard.”
Amplified Intelligence’s suite of human attention-based products are currently attracting significant market traction from agency holding companies, broadcasters, media platforms and global brands, including Dentsu, IPG, OMG, Publicis, WPP, Shell, Mars, Pepsi, Channel9, Facebook, Twitter and Spotify.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.