Adshel to bridge media, creative and client gap; launches new divisions

Daisy Doctor
By Daisy Doctor | 26 April 2017

Out-of-home (OOH) advertising company Adshel is expanding with the launch of a new partnerships team that aims to bridge the gap between media, creative and client.

The newly created venture will be led by new hire Melanie Lindquist, who has held marketing roles at Channel Nine and Southern Cross Austereo. She also sits on a board of the Australian Marketing Institute.

Adshel senior sales executive Jane Bowman has also been named the company’s first partnerships manager across automotive, retail and finance categories.

The move sees Adshel create an 'Audience IQ' team to focus on audience intelligence.Audience IQ will see Adshel tapping first, second and third-party data to provide insight into attitudes and behaviours.

The data will enable brands to connect and engage with audiences in a single location or at a national scale, says Adshel head of marketing Charlotte Valente.

She says the company’s marketing team has been expanding to respond to market needs.

“It is this approach that allowed us to understand the pressures on our clients and their agency partners. The partnerships team will provide in-depth understanding and valuable insights to engage and connect audiences to brands more effectively,” says Valente.

The move follows APN's acquisition of Adshel late last year, as well as Mike Tyquin replacing Rob Atkinson as CEO of Adshel.

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