EssenceMediacom forms data, technology and analytics division

Essencemediacom - Nicholas Hinchley, Vianna Kim and Poorani Adewole

The team will lead the charge in providing client consultation and business solutions.

EssenceMediacom Australia has formed a dedicated specialist data, technology and analytics division, leading the charge in providing client consultation and business solutions.

The team, comprised of Poorani Adewole, Vianna Kim and Nicholas Hinchley, will lead the data, technology, and analytics offering across the agency’s national client base, working seamlessly with Acceleration, GroupM’s Data & Tech consultancy led by Tom Braybrook.

The division will work with clients to develop tangible maturity roadmaps and enablement programs that seamlessly integrate data, technology and analytics into clients’ brand marketing from planning through to activation.

This specialist lens is designed to cultivate higher-value audiences, enrich customer experiences, and amplify outcomes for clients, helping them to stay ahead of the curve and future-proof their businesses.

Adewole, EssenceMediacom Australia’s chief of data, technology and analytics, will lead the newly formed team.

Adewole joins from within GroupM, having held her most recent position at Mindshare. With over 20 years in the media industry, she brings a wealth of knowledge to the agency. She has honed her expertise in digital and performance marketing in local market and international roles, guiding clients through digital complexities and showcasing the value of media in driving business outcomes.

Kim will step into the role of national head of performance, data and technology. With 12 years of experience in digital marketing solutions and data and tech transformation in the US and Australia, Kim is a seasoned expert in the field.

She joins EssenceMediacom from OMD Australia, where she most recently led data and tech maturity for its clients. Kim’s passion lies in fostering client-agency partnerships to achieve data and tech maturity.

Hinchley has been promoted from within to head of data and technology, Sydney. Hinchley’s expertise has expanded over his 12+ years in the industry to encompass all aspects of digital and performance marketing.

He began his career in SEO/SEM and has transitioned from leading digital investment to steering clients through the digital, data and tech ecosystem.

Adewole said she is looking forward to working with client teams and clients in delivering media contribution to business outcomes.

“What a trio we have already become! I am super pumped to showcase the breakthrough thinking that this team will bring to our clients in driving transformation change to media maturity.”

Pippa Berlocher, CEO of EssenceMediacom, added: “We are investing significantly in our data, tech and analytics capability, which will enable us to provide further clarity and direction for our clients in this ever-changing environment.

“We are committed to providing the expertise that our clients increasingly require to breakthrough in the new communications economy.”

Top image: Nicholas Hinchley, Vianna Kim and Poorani Adewole

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