EssenceMediacom Australia has announced the formation of a dedicated Data, Technology and Analytics division, in a move that underscores the growing importance of these areas in the marketing and media sectors. The new team will comprise three industry experts: Poorani Adewole, Vianna Kim, and Nicholas Hinchley. Their collective focus will be on client consultation and business solutions in a post-cookie and privacy-centric era, a shift that is increasingly shaping the industry landscape.

The new division will lead the Data, Technology and Analytics offering across the agency's national client base, working in conjunction with Acceleration, GroupM's Data & Tech consultancy led by Tom Braybrook. The team will develop maturity roadmaps and enablement programs that integrate data, technology and analytics into clients' brand marketing.

Poorani Adewole, previously at Mindshare, has been appointed as EssenceMediacom Australia's Chief of Data, Technology and Analytics. Vianna Kim, formerly at OMD Australia, joins as National Head of Performance, Data and Technology. Nicholas Hinchley, promoted from within EssenceMediacom, is the new Head of Data and Technology, Sydney. Kim and Hinchley will report to Adewole.

Adewole expressed her enthusiasm for the new role and team, stating, "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. The best part of this role is we are an integrated function who get to work with our client teams and clients in delivering media contribution to business outcomes."

According to Pippa Berlocher, CEO of EssenceMediacom, "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."

Image: Left to Right: Nicholas Hinchley, Head of Data & Technology, EssenceMediacom Sydney. Vianna Kim, EssenceMediacom’s National Head of Performance, Data and Technology. Poorani Adewole, EssenceMediacom’s Chief Data, Tech and Analytics Officer