Also, Virgin America taps Eleven and Mindshare and Organic make senior hires.
WPP has appointed Jon Greenwood as General Manager of its ad technology unit, the Media Innovation Group. He replaces Brian Lesser, who moves on to an undisclosed role elsewhere at WPP.
The unit has spent two years attempting to increase media buying efficiencies for WPP clients using technologies such as real-time bidding and data optimization. WPP now plans to expand the unit's operations to offer its portfolio of agencies access to its services.
Prior to his current role, Greenwood was SVP, global business operations and general counsel at 24/7 Real Media, another WPP company.
In other agency news:
Virgin America hires Eleven as digital media agency. Expanding on an existing relationship, Virgin America has appointed San Francisco-based Eleven Inc. as its agency of record for the planning and buying of digital, search and emerging media. The agency has handled creative, strategy, and offline paid media activity for the airline since it launched in 2007.
Eleven will replace Virgin America's existing agencies, Carat and iProspect, in a move that is intended to more closely integrate the brand's communications across multiple channels. "Digital marketing is core to the success of our business," commented Porter Gale, VP of marketing for the airline. Alongside Virgin Atlantic, Eleven counts Apple, Visa, and AAA among its clients.
Mindshare hires Richard Lawrence to lead analytics role. WPP-owned Mindshare has appointed ex-IBM staffer Richard Lawrence to the newly created position of leader, business science & marketing analytics for North America. Lawrence is tasked with developing data fueled, analytics-based initiatives to drive marketing effectiveness for the agency's larger clients. Prior to his role at IBM related with business analytics, Lawrence held positions at Accenture and Anderson Consulting.
Organic, Inc. appoints Audrey Melofchick to SVP. San Francisco-based digitally focused agency Organic named Audrey Melofchik SVP, engagement management. In the newly created role, Melofchik will oversee the agency’s Kimberly-Clark account, which includes baby care brands Goodnites and Pull-Ups, and adult brands Poise, Depends and Kotex. She previously ran the Cadbury, Kraft and Jenny Craig accounts for JWT.
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