M/Six leadership changes herald ‘progressive’ new media model
Media, planning and buying specialist M/Six has overhauled its leadership team with two new hires and a series of internal promotions.
M/Six leadership changes herald ‘progressive’ new media model
New arrivals include Anna Foster from TMW Unlimited as incoming global chief data and customer officer, who joins alongside Adrian Parris, formerly MEC's chief finanical officer EMEA, as global chief finance officer.
Foster will assume responsibility for refocusing the use of audience data in marketing in addition to providing assistance to clients readying themselves for the arrival of the EU’s General Data Protection Regulations (GDPR) in May. Parris meanwhile will collaborate closely with chief executive Jess Burley, as well as GroupM and The&Partnership, to manage and maintain growth.
Foster and Parris will play their parts within a new global leadership team, which includes global chief executive Jess Burley, global chief technology officer Ross Barnes, global chief strategy officer Dan Whitmarsh and global client lead Ben Brown.
Global chief strategy officer Dan Whitmarsh said: “Today, people have completely mastered seamlessly navigating the fragmented world of channels, apps and screens. They are in complete control of what information they access and what brand messages they interact with. And yet too much of modern marketing still behaves like it holds all the cards, sticking to product-led structures and calendars, and using terms like ‘laydowns’ and ‘journeys’, implying predictable paths from A to B.
“M/Six’s new way of working will be structured around the way consumers ‘flow’ across the digital landscape. We will help our clients engage with data in new ways to create responsive media strategies that adapt as audience flow changes, developing one continuous brand conversation across multiple channels.”