Digital advertising SasS company Celtra is scaling back its presence in Australia, with its brand name absorbed into a new consultancy company.
Named 'Puzzle', the new business is founded by members of Celtra's leadership team, including regional director Richard Knott and director of business development Peter Bray.
Puzzle will be "backed by" Celtra, but the Celtra name will be phased out, AdNews understands.
It's unclear, and unlikely, that this is what US-founded Celtra had in mind when launching into Australia.
Celtra describes itself as creative management platform for digital advertising and aims to help advertisers improve the quality, effectiveness and scale creative.
All staff, apart from one, are being transitioned into the new Puzzle agency.
In July last year Celtra received a US$15 million investment round led by Unilever Ventures and WPP.
Knott says the launch of the consultancy gives brands and publishers an offering that is built for the needs of the ANZ market, which often need more hand holding than other markets.
"Digital advertising is now at a stage where creative can be just as smart a performance lever as media - equally data driven, relevant and engaging. After listening to our customers and understanding their challenges, we see that realising this opportunity can be difficult," he says.
Bray adds: “Marketers are looking for more effective ways to leverage their data to deliver more personal and relevant ad experiences, to progress their CX agenda. Our goal is to help marketers to deliver on that, whilst providing efficiency and transparency across their creative production and distribution process. Our publisher partners can look forward to now having access to an enhanced service offering to help them deliver non-disruptive and relevant ad experiences that add value to their UX."
Celtra isn't the only firm that has decided to wind back operations. AdRoll has also decided to cull its Australian team bar a few operational staff and Comscore has scaled back its presence.
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