Annalect, Omnicom’s marketing data and technology company, has announced four new senior hires in the Australia market.
Adam Krass took on the role of head of technology, Daniela Elia is the new head of marketing science, Nagendra Jayaram joined as head of reporting and Anthony Tomasello has been appointed head of ad operations.
The team joins Martin Orliac, general manager Annalect Australia, who has propelled the company’s entry into the Australian market from three to 25 staff over the last 12 months.
This comes in response to the highly recognised success of Annalect in the US, namely their pivotal role in Omnicom’s P&G and AT&T wins in 2016 and the subsequent creation of the media agency Hearts and Science.
The former global CEO of Annalect, Scott Hagedorn, took on the newly created role of Global CEO for Hearts & Science that same year signifying the importance of the data and technology strategy to the wins and the future of Omnicom’s media agencies.
As the local market GM, Orliac brings with him a wealth of experience from both agency and client side with his last role seeing him launch the digital team at Rackspace APAC.
He said: “After spending some time in the US discovering what Annalect are doing there and the plan for the Australian market, I couldn’t say no to the opportunity to return agency side. I am passionate about connecting data to business objectives and architecting technology solutions for marketers by marketers that enable fast and repeatable success.”
Orliac continues to point out how vastly different agency teams are looking now with Annalect hiring multiple data scientists, data architects and developers that are working closely alongside the media planners at OMD, PHD and m2m.
Orliac reports into Des Odell and Jeremy Bolt, both ex-Deloitte partners and owners of Bruce Clay Australia, who took on the role of Joint CEOs for Annalect in January 2016 as well as Omnicom’s digital specialist teams Resolution, OMG Programmatic and Airwave.
Bolt said, “Media agencies have an advantage because they have access to much more extensive media data than rivals and depth of expertise from people who are actually buying. It’s about using data to provide CMOs and the C-suite with insights that will help them get a higher return on investment, rather than a bottom-up approach.”
The formation of the new senior leadership team shows that the top-down approach must be working and there is a clear strategy for growth. Elia for example brings over 10 years of experience in analytics, gained through roles across multiple verticals including most recently working as data scientist at property analytics company CoreLogic.
“Annalect is one of the most innovative players in the market today. Joining the company is an exciting opportunity to break new ground in marketing and media. We are on the pinnacle of a data revolution,” she said.
Experienced in managing teams that specialise in data analysis, Krass previously led Xaxis as head of data and operations and brings a deep expertise of MarTech inclusive of DMP’s, identity, CRM, personalisation, machine learning and AI. About joining the company Krass said “Technology and data have the promise of making marketing easier and more effective, but the reality can be something painfully different.”
He adds “It is a complex landscape and I believe the Annalect heritage and its positioning as a global leader in digital data & technology puts us in a unique place to help clients navigate it, make sense of it and benefit from the opportunity.”