Marketing and media consultancy Ebiquity has launched its digital innovation centre, which it claims will be the central hub for its new digital solutions portfolio. The centre will be used to develop, maintain, and deliver digital solutions for the consultancy’s global clients, including Huawei and Mars, the consultancy said. The launch of the digital innovation centre comes one year after Ebiquity's acquisition of digital media monitoring and optimisation service Digital Decisions, and is said to mark the completion of the integration of the two entities. Moving forward, Digital Decisions will operate as Ebiquity’s digital innovation centre.
According to Ebiquity, its digital innovation centre is able to extract trillions of digital ad impressions worth billions of spend directly from the source on behalf of its clients. Ebiquity has also partnered with the World Federation of Advertisers to deploy its digital media benchmark, which is said to form the foundation of ad quality benchmarking for large global brands, providing quarterly benchmarks processing more than 10 trillion impressions.
To drive the integrated growth of the digital innovation centre, both Digital Decisions and Ebiquity have shuffled its leadership team. Ruben Schreurs, who was formerly the CEO of Digital Decisions has been appointed as group chief product officer at Ebiquity, while Peter Hanford, who was formerly CCO of Digital Decisions, has been appointed as group director of digital growth at Ebiquity. Additionally, Digital Decisions' co-founder and formerly COO, Lars Noordewier, will be taking on the role of managing director of the digital innovation centre. The centre will be operated by a central team that manages data streams from over 50 countries across all continents, Ebiquity said in a press release.
Nick Waters, global chief executive officer, Ebiquity, said: “As an independent operator at the centre of the industry, we have the capability and responsibility to drive efficiency, effectiveness and principle-driven growth for our clients. This is the reason we brought Schreurs and his team into the company last year. Fully integrating the team into Ebiquity will accelerate our ability to define the next generation of media investment analysis.”
Stephan Loerke, CEO at World Federation of Advertisers, said the organisation had previous partnerships with both Digital Decisions and Ebiquity, and have found them both to be "highly professional and competent" in their respective fields. "Now that they move to full integration, we look forward to a turbocharged partnership at a time when accountability of digital ad spend is of utmost importance to brand owners," Loerke added.
Ebiquity has seen a couple of changes to its leadership team recently. Last year in December, the consultancy promoted global client partner Mark Gay to chief client officer. Gay is currently responsible for leading Ebiquity’s global client service teams to ensure high quality of service delivery, as well as drive client business success and satisfaction. Ebiquity said Gay’s promotion emphasises the company’s focus on developing relationships with major multinational brand owners. Additionally, the move will ensure all clients have access to all the combined strengths of Ebiquity to deliver integrated solutions. Separately in November, Ebiquity also appointed former dentsu innovation chief Arvind Sethumadhavan to the dual role of managing director of its SEA business and chief product officer for APAC. The appointment is said to support Ebiquity's recent growth and increasing demands of its clients in the region.
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