Naga DDB Tribal names new head of strategy

Naga DDB Tribal has appointed Danial Shafri as its new head of strategy, as the agency strengthens its strategic offering around data-informed thinking across the brand and consumer journey.

In the role, Danial will lead the agency’s planning discipline and develop a more integrated approach to strategy, spanning business and consumer opportunities, idea development, delivery and measurement.

He will also spearhead Naga’s Strategy-as-a-Service offering, which will make the agency’s strategic capabilities available as a standalone service to marketers, brands and agencies. The offering is designed to take insights through to actionable marketing and branding solutions.

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The appointment comes as marketers contend with increasingly fragmented audiences, platforms and data sources, putting greater emphasis on connecting business, brand, media and consumer insights.

Danial brings more than a decade of experience across research, data analytics, consumer insights and brand strategy. His previous roles include stints at Tandemic and Astana, as well as co-founding data analytics consultancy Enlytix. Most recently, he was data and insights manager and strategic lead at Monks, where he worked with brands including Google, Chocolate Finance, CJ Bibigo and Twilio.

His experience spans human-centred design, social listening, analytics and integrated strategy, with a focus on bringing together multiple sources of data and insights to identify business and marketing opportunities.

“Information isn’t insight. Brands are sitting on more data than ever, but the value is in what you do with it,” said Danial.

“I want Naga to be known for strategy that connects every data point and carries through the entire audience journey, rather than strategy that stops at a single line," he added. 

Naga Group executive director Kristian Lee said the appointment builds on strategy's longstanding role within the agency.

“Strategic consulting has always been a vital and storied component of Naga’s DNA. We’ve built our reputation by understanding people and cultures deeply, thereby turning those insights into work that moves both culture and business,” said Lee.

“Danial brings a contemporary dimension to that strength, particularly in his ability to connect human insight with data, media and performance. That gives us a broader view of the problems our clients are trying to solve and a more robust data mix from which to create solutions.”

Lee added that Danial's experience would support the agency’s ongoing efforts to expand its capabilities and strategic consultancy offering.

Earlier in July, Naga DDB Tribal has appointed Sharon Woodford as business director, marking her return to the agency after several years across agency and brand-side roles. Woodford most recently served as head of marketing at Evolution Wellness Group, following a five-year stint as head of marketing communications at SG Support, where she led its rebrand and communications strategy.

The agency said Woodford’s experience across both sides of the business gives her a strong commercial perspective and understanding of clients’ business challenges. Andrea Ma, general manager of Naga DDB Tribal, said her return reflects the agency’s focus on experienced talent and long-term growth.

The appointments come as Naga DDB continues to strengthen its integrated marketing communications and brand strategy offering, with capabilities spanning data analytics, creativity, digital marketing, and media advisory, planning and buying.

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