IPG Mediabrands’ UM Australia is investing further in its evidence-based consumer behaviour capabilities with the promotion of Maria Grivas to chief data and technology officer.

Grivas (pictured above, left) has been helping lead the media agency as chief digital officer for the past six years. Her new role is effective immediately.

As chief data and technology officer, Grivas will lead the transformation of data through exploration and analysis to uncover patterns, opportunities and insights to drive evidence-based decision-making solutions for clients.

UM Australia chief executive Fiona Johnston (pictured above, right) said she was delighted to be promoting Grivas to this important position for the business.

“As data and technology continue to frame the dynamic future of our clients’ businesses, it is critical that we stay on top of this evolution, and Maria’s global experience in this space is unique to do so,” Johnston said.

“No one has all the answers on the future, and some are trying to complete this unknown with badged on tools and techniques.

“With Maria at the heart of our analytics, data and technology, it allows us to create the best joined up thinking we can for our client outcomes, with human and machine intelligence at the heart.”

Commenting on her appointment, Grivas said: “I have always been strongly attracted to accelerated levels of engagement for brands and customers through the analyses of sophisticated data streams.

“The intelligence in these streams brings clients better insights and actions in media outcomes. I am thrilled to have the opportunity to formally lead this area for us at UM, supported by our group resources.”

“There already are strong cases within UM as to how these higher levels of data engagement work for major clients, and it’s a big area of focus as 2018 unfolds.”

Johnston said UM will not seek a replacement for Grivas in the chief digital officer role, “as we believe digital is inherent to our entire business”.