Australian TV data and effectiveness business Adgile Media has added Stu Carr and Erin Rolla to the team to address the growing demand for real-time, actionable TV data.
The appointments follow on from the recent announcement of Paul Evans as the company's first global CEO.
Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market.
The company has seen "significant" demand for its TV analytics, attribution and activation products, and as a result has expanded its overall team size by +20% in Q4 2020.
This investment focuses on bolstering its customer partnerships and analytics capabilities, along side critical engineering and product development areas.
Carr joins as director of customer insights, where he will support clients with their data and analytics capabilities, identifying and driving improvements to their media and marketing efforts through the application of Adgile’s first-party TV data sets and products.
Carr comes in from Publicis Groupe where he was their head of measurement at Starcom.
Before that he was head of analytics and insight for Publics Media ANZ.
He brings 17 years of media agency-side experience in both data management, analytics and activation, as well as media strategy, planning and buying.
“Evidence continues to show that, per dollar spent, TV remains the most effective channel for building brands. But the technology that exists to monitor, measure and activate brands on TV is typically slow, distant, and high-level," Carr says.
"I joined Adgile because of the opportunity to apply its cutting edge visual recognition technology – enabling new data and effectiveness products and services for the industry, that generates greater robustness, granularity and speed of information.”
Rolla enters the business as customer servicing lead.
She joins from Seven Network where she was campaign lead in strategy and solutions, and prior to that she was senior investment manager at PHD prior.
She brings with her more than 15 years of media planning and buying experience on both publisher and agency side.
Rolla will be responsible for client onboarding, success and servicing across Australia and New Zealand.
"Coming from both media agency and television network background, I can appreciate the market demand for accessibility of immediate and accurate TV content data at a granular level," Rolla says.
"I’m really excited to be joining the team at Adgile, bringing to market an innovative solution which delivers fast, actionable and structured data through real time analytics, combined with sophisticated TV attribution and activation – it’s a product offering that can truly revolutionise the way we plan, buy and measure television.”
Both Rolla and Carr will report into Adgile chief customer officer Craig Service.
“Building talent density at Adgile reflects a priority to bring the best data and technology to market in combination with the best teams and people, in order to fulfil that potential," Evans says.
"Our investment in talent – which will accelerate through 2021 – exemplified by appointments of Erin and Stu to these critical delivery roles, further enable Adgile to fuel the future effectiveness of TV in Australia.”
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