Carat Australia has announced the appointment of Brendon Cropper (pictured above, right) to the role of chief data and experience officer – a newly-created position designed to gear the agency to deliver a market-leading data proposition for clients.

Cropper joins Carat from oOh!media, where he was the digital strategy director and a member of the company’s senior leadership team, responsible for advancing their digital and programmatic offering.

Prior to that, Cropper founded and ran his own Sydney-based digital communications training organisation, Digital Training. He has also spent considerable time in senior leadership roles agency-side, including at boutique agency McKenzie Partners, DDB, and Starcom, where he was general manager of its digital division for over six years.

In his new role, Cropper will be responsible for driving Carat’s data strategy in a local context within Australia and New Zealand.

Reporting into Carat CEO Paul Brooks (pictured above, left), Cropper will also work closely with Dentsu Aegis Network chief data officer Phil Zohrab to build on the business’ existing capabilities and identify new opportunities for development.

Brooks said Cropper’s new role has been introduced to better understand and organise client data and bring consultative-level thinking to Carat, as agencies contend with consultancy interest in the media landscape.

“We aim to ensure that our clients receive the kind of thinking and expertise that connects a strong narrative with customer experience, delivery and content,” he said.

“The CDXO role will help curate a holistic user, business and technology-appropriate experience, ensuring we are at the forefront of the industry when it comes to data.

“Brendon’s experience in digital, data, and technology will be a great asset to Carat and Dentsu Aegis Network locally. His appointment signals Carat’s ongoing commitment to diversifying our product offering in line with the rapid rate of change in this digital economy. I’m very pleased to welcome Brendon to the team.”

Cropper said he was very excited to be to joining Carat in the newly-created role.

“It’s a very exciting time in the communications industry, as the role of data expands to create more relevant and valuable consumer experiences,” he said.

“I can’t wait to get started at Carat, helping to grow and enrich the Australian business.”

Cropper will commence his new role next Monday (20 March).