Former Havas Media Group UK chief executive Paul Frampton has joined Goodway Group’s Control v. Exposed (CvE) as its chief executive for its newly launched European arm.
Frampton, who left Havas at the beginning of 2018, became chief executive of Tink Labs later that year but has now taken the reigns of the European division of Goodway Group, which aims to offer a new operating model for potential clients tying consultancy services with media and technology.
CvE opened in the US last year in a bid to service international brands and has already opened in Singapore in February 2019.
Frampton will join the global board for CvE’s Jay Friedman, president; Brody O’Harran, executive vice president; and vice president’s Amanda Martin, Ned Gorges, Doug Markin and Justin Orkin.
Speaking to The Drum, Frampton explained that the opening would initially focus on key markets such as UK, Spain, the Netherlands and Germany; “As our business has very deep and broad expertise in data and technology, we will be targeting data-driven, digital heavy brands. With the sophistication around data/tech, large in-house engineering team and 100% transparent model, will be targeting holding group clients too.”
He added the intention not to hire ‘top heavy’ recruits in the early stages of building the company, but instead aim to bring in ‘consultative types and account managers’ with a focus on business goals and problem-solving away from media buying. The business will also aim to leverage remote working models including a co-working space in London.
Jay Friedman said: “We know that global CMOs appreciate that different service providers bring different value whether it is the audience planning and execution capability of a media agency, the solution-oriented and analytical expertise of a consulting firm or the engineering and coding skills of a tech company. Marketers want all of this but they want it without black boxes: they deserve 100% transparency. And they want all this from a single entity. That model simply didn’t exist. So we created it: Control v Exposed.”
Frampton himself added: “Until I met Goodway and learned about the opportunity to lead Control v Exposed, and after experiencing the fast pace of the tech sector, I didn’t think I would return to the media industry.”
He continued: “It’s time for a re-set. The European launch comes at a perfect time: the traditional agency model is under threat, all growth in the industry is coming from digital, we are post-GDPR, facing the demise of the 3rd party cookie and Europe is crying out for innovation to counter all of this. The timing is also ripe for addressable TV and programmatic OOH where CvE can lead from the front, using its learnings from the US.
“I look forward to leveraging CvE’s solutions focus to help marketers navigate the weighty challenges of today, whether that be martech or first party data strategy or building in-house capability.”