Wavemaker UK Hires Data and Technology Chief

WPP's consumer data specialist Wavemaker has appointed Irin Rahman as Chief Data and Technology Officer in the UK.

A part of WPP's GroupM, Wavemaker taps in-depth understanding of audiences, a technique known as 'Provocative Planning', and what it says is 'the world's largest database of purchase journeys' to optimise clients' advertising. 'Provocative Planning' combines machine learning and human intelligence and is applied globally in a consistent manner.

Rahman will lead the agency's application of WPP and GroupM technology and data products and solutions to its clients' businesses, and take responsibility for commerce and addressable audience strategies, working closely with teams at GroupM Nexus and Choreograph to co-develop and integrate GroupM's product and data propositions. She worked previously as Chief Data and Technology Officer at ad agency PHD, and before that for agencies including Publicis and dentsu international, as well as client side for Heineken and PhotoBox.

CEO Kelly Parker comments, 'What sets Irin apart is her desire to do things differently and not just follow the way they've been done before. She has the unique ability to simplify what can often feel complicated, seeking out new and innovative approaches to client challenges. We are on an incredible technology-driven strategy at GroupM powered by Choreograph and Nexus. Irin is the perfect no-nonsense, plain-speaking operator that can take the advanced platforms and approaches to our client base. I'm really excited for her to join the team'.

Web site: www.wavemakerglobal.com/uk .