MediaCom Opens Integrated Data Practice

In the UK, WPP's media investment network MediaCom has launched an integrated data practice comprising a dedicated team of cross-agency specialists, who will aim to help clients make the most of their data.

The division, which has a team of sixteen, is led by long-time MediaCom data exec Owain Wilson - who previously served as Head of Data, Technology & Analytics Strategy - along with Head of Growth Oliver Betts, Head of Strategy Iulia Cioara, and a soon to be appointed Head of Product and Partnerships. This team will tap into expertise from across MediaCom, and GroupM and WPP's existing practices, specialising in using data-driven products, services and solutions for improved campaign effectiveness and efficiency; and data growth, control, privacy, ethics and sustainability.

The integrated data division is designed to complement MediaCom's Google, Social Media and eCommerce practice, with the aim of helping to scale the use of data across MediaCom's client base. Its launch follows the recent merger of MediaCom and Essence to form EssenceMediaCom.

Wilson (pictured) said the initiative is all about helping brands unlock maximum value from their own data. MediaCom UK CEO Kate Rowlinson adds: 'We're incredibly excited to launch this initiative to continue to drive our digital-first strategy and reputation - and I'm immensely proud of the team we have put together to lead this practice. As we head towards a more privacy-first and platform-centric world, it's imperative we give our clients the tools they need to succeed by connecting all the dots and comfortably setting them up for a data-driven future.'

Web site: www.mediacom.com .