GroupM elevates Kieley Taylor, Amanda Grant to global platform oversight roles

Campaign 03 Nov 2020 03:12

Once upon a time, media agencies saw tech platforms as competition. 

Today, they simply cannot do their jobs without deep expertise and partnerships across a range of platforms, from social media companies like Facebook and Twitter to marketing clouds like Adobe and Salesforce and, of course, Google, which dominates the digital ad ecosystem.

GroupM and parent WPP have been talking about strengthening their expertise in and around platforms since CEO Mark Read came on board in 2018. GroupM is doubling down on that with the promotion of Kieley Taylor to global head of partnerships and Amanda Grant to global head of social, GroupM services, the company said on Tuesday. 

Both will be tasked with implementing a cohesive strategy for GroupM’s agencies when working across tech platforms. 

“There's so much opportunity for partnership from an investment perspective,” Taylor said. “We're trying to align a lot of different parts of our business behind this strategy.”

Developing a consistent approach to working with the platforms across GroupM not only creates better investment opportunities for clients, but allows the group to co-develop technology and create bespoke training programs for employees. GroupM can leverage its clout to unlock data opportunities as third-party cookies disappear, for example, or to build unique products for advertisers in specific verticals.

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