Advertising technology company GumGum has launched a dedicated global Agency Partnerships team to help agencies transform the business of advertising through mindset and sports sponsorship intelligence.
This team will strengthen strategic relationships with holding companies and independent agencies, helping them apply GumGum’s Mindset Graph and Relo Metrics data and technology to their planning, buying, and measurement needs.
The team works directly with agency partners to understand their priorities and identify where GumGum’s data and technology can support their efforts to build even more sophisticated AI-powered planning and buying systems. Early opportunities include integrating Mindset Graph insights into media planning and campaign optimisation, and Relo Metrics intelligence into sponsorship investment decisions.
Agency partners will have access to GumGum’s Mindset Portal, high-impact creative solutions, expanding OLV and CTV offerings, and Relo Metrics Edge and Census, along with opportunities for early access to emerging capabilities and enhanced TV solutions.
“Holding companies and independent agencies are building the next generation of planning and buying infrastructure, and they need data they can trust inside those systems,” said Katy Loria, chief revenue officer, GumGum.
“The Mindset Graph and Relo Metrics provide differentiated intelligence to help agencies make smarter media and sponsorship decisions. This dedicated team will help translate that intelligence into meaningful partnerships, new capabilities, and better outcomes for advertisers.”
Kristen Careccia will lead the team in the US and Canada as head of agency partnerships, North America, reporting directly to Loria. Her team includes Keith Millsopp, VP, agency partnerships, and Carrie Israel, VP, agency partnerships.
International agency partnerships are led by Nick Reid, SVP, head of international agency partnerships, alongside Oliver Nash, head of UK trading and agency partnerships, and Tarlyn McStay, who has been promoted to head of agency partnerships, Australia. Reid and Nash report to Loria, while McStay reports to Matt Coote, managing director, JAPAC.
By helping agencies apply mindset and sports sponsorship intelligence within their own planning and buying systems, the team advances GumGum’s vision to transform advertising through a deeper understanding of audience receptivity.
