Sabarish Chirakkal.
Credit: Val Morgan.
Val Morgan has appointed Sabarish Chirakkal group director of programmatic, bringing a unified approach to its strategy, trading and scaling of premium programmatic environments across outdoor, digital video, display, and audio.
Chirakkal joined as programmatic director in July 2022.
In his new role he will help drive programmatic solutions across the entire Val Morgan business.
Sabarish has launched a number of industry leading programmatic products, including Social Journeys, which enables brands to extend their social media campaigns across VMO’s network of retail, office, health and wellness, and petro and convenience locations.
It also allows brands to develop cross-platform partnerships with Val Morgan Digital publications including PS (POPSUGAR), BuzzFeed, Tasty, LADbible and SPORTbible, extending social campaigns from these titles into relevant environments within VMO’s network.
“We began the transition to a group-wide programmatic leadership framework last year, and it’s been a real game changer,” said Chirakkal.
“The progress we’ve made across platforms, products and commercial frameworks means we’re making it easier for partners to work with us across the Val Morgan ecosystem, through outcome-led solutions that deliver on measurement, effectiveness and accountability.”
Paul Butler, managing director of VMO, credited Chirakkal leadership experience to helping scale growth for VMO and Val Morgan Digital.
“Sabarish’s leadership has been instrumental in accelerating our programmatic growth, aligning strategy and execution across Val Morgan to scale premium solutions across VMO and Val Morgan Digital," he said.
“Sabarish’s knowledge and extensive experience in developing programmatic solutions has been pivotal, especially as we continue strengthen our network of leading publishing brands and give advertisers even more ways to reach youth audiences," said Amanda Bardas, head of Val Morgan digital.
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