GroupM Puts Arrow Behind Target

In Minneapolis, WPP's GroupM has set up Team Arrow Partners, an agency combining analytics with creative media thinking and focused on servicing retailer Target. Jason Harrison moves across from Gain Theory to take the CEO role, while Nicole Pomerleau becomes Chief Client Officer.

GroupM is WPP's global media investment management division and parent to agencies such as Mindshare, MEC and Essence, as well as programmatic platform Xaxis. Team Arrow will employ more than 30 people in Minneapolis in areas including strategy, media planning, digital and analytics.

Harrison (pictured) spent just over a year as CEO of Gain Theory, which helps advertisers leverage data and insights in marketing decisions. He worked earlier as WW Chief Information Officer (CIO) at WPP-owned media planning and buying agency Maxus; as an SVP at IPG Mediabrands; CIO at Universal McCann; and Director, Information Management at Johnson & Johnson.

Pomerleau was most recently Media Director at Colle & McVoy, where she rebuilt the media department, and her media career on both sides of the Atlantic has involved spells at Fallon, MediaCom, Grey Worldwide, Universal McCann and Foote Cone & Belding.

Target SVP of Media and Guest Engagement Kristi Argyilan says Team Arrow 'brings together the incredible expertise needed to fuse analytics, insights and creativity' to drive the retailer forward. Brian Lesser, CEO of GroupM North America, says Harrison is 'the best person to bring together the insights, technology and talent to support Target's marketing strategies', while Harrison describes Pomerleau as 'a matchmaker between brands, media platforms and audiences' who 'shares GroupM's vision for building a new agency model'.

Web site: www.groupm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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