Sizmek extinguishes Rocket Fuel name; ANZ boss to exit

Pippa Chambers
By Pippa Chambers | 21 November 2017
Mailee Creacy

Following its $145m acquisition of Rocket Fuel in July, ad tech firm Sizmek has taken off without the Rocket Fuel name – in its quest for greater transparency.

AdNews also understands that Rocket Fuel Australia's country lead, Mailee Creacy, will leave the business at the end of the year and will return to the US.

Creacy has been with the predictive marketing software company for seven years, mostly in New York, but moved to Australia 14 months ago to take on the GM role. She was one of few senior women in a leadership ad tech role.

Before the acquisition Creacy spoke to AdNews about Rocket Fuel's plans to reignite its business.

Sizmek says the axing of the Rocket Fuel name is the first step of a company-wide strategic move to improve transparency.

Sizmek CMO Eric Duerr says it's in a “stronger position than ever” to meet and exceed the industry’s expectations while giving clients the transparency they deserve.

“Sunsetting the Rocket Fuel brand reduces distraction in the industry, and gives us the opportunity to go to market with one brand, one voice, and one identity—all centered in one powerful and well respected Sizmek brand,” Duerr says.

CEO of Sizmek Mark Grether says Sizmek empowers clients with AI-driven insights to differentiate themselves in the marketplace. 

“We are furthering our mission to bring our clients true transparency and increased control for AI-enabled media planning and buying.”

Independent buy-side advertising platform Sizmek, which is headquartered in New York, is headed up locally by APAC GM Kees de Jong. See his profile here.

There are a total of 30 Sizmek staff across the Sydney and Melbourne offices, with positions still open. Locally, Sizmek APAC GM Kees de Jong heads up the business.

As revealed by AdNews last week, Sizmek’s ANZ country manager Imran Masood is set to exit the buy-side advertising platform at the end of the year.

He is replaced by former full-service agency MD and ex-Facilitate Digital boss Damien Thomson.

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