Publicis Media's investment arm Publicis Media Exchange (PXM) has bolstered its position in market following the announcement of three new hires, with the intention of driving "further convergence in trading".
The hires include the former head of commercial investment and innovations for Dentsu Aegis Network-owned investment agency Amplifi, Sam Zadgan.
Zadgan will take on a newly created role as PMX's general manger, commercial. Prior to his role with Amplifi, Zadgan had been the Dentsu's commercial finance director and has also had publisher experience working with BBC Worldwide, Yahoo and News Corp.
PMX managing director Sarah Keith says Zadgan's commercial finance background and mix of publisher and agency experience will help drive the company's trading capabilities and advance its move to a "plaform-based trading approach" across all media.
"Our trading alliances have always been across all media, but now we have the expertise in place to expand a programmatic approach to drive automation, improved targeting and efficiency for our clients," Keith says.
“We are building on our existing market-first Publicis Screen product, which enables us to plan, buy and post analyse linear television and broadcast video on demand. This is the next step towards a new trading environment with cross media analytics underpinning this."
Joining Zadgan will also be Brooke Aniseko, who has been brought in to head up Publicis Media’s programmatic offering, Precision Media, as commercial director of performance. She joins from Videology.
Xavier Pons has been appointed business insights director, charged with building cross-media benchmarking and measurement to ensure that Publicis Media agencies "continue to remain competitive across all channels".
Pons joins from Accenture Media Management where he was an Advisory Specialist.
“The future state of media trading will be driven by increased automation and improved audience targeting, driven by personalisation and cross media measurement across all media. We have expanded our PMX trading capability to ensure that our clients can succeed in this environment," Keith says.
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