WPP AUNZ has launched a new division, the Centre of Excellence which advises clients to navigate the digital landscape, drive maximum value from their existing data and fully leverage their martech investments.
Led by Adam Good, executive director – marketing technology, the Centre of Excellence main focus is marketing automation. According to the company, the team creates client-first programs through close partnerships with Microsoft, Google, Salesforce, Adobe, and Sitecore.
WPP said the Centre of Excellence is a hub and spoke model, allowing all of its agency brands to tap into the tech capability.
Spearheading the Centre of Excellence’s partnerships are three new strategic partner leads – Faye Mehl, Sean Gillespie, and Nhung Nguyen – who will be responsible for Microsoft, Adobe, and Salesforce respectively.
Adam Good said, “Marketing technology is a large client investment that requires continuous iteration. Collaboration between software vendors, internal client teams and agency teams is needed to maximise marketing performance.
“Our combination of creative thinking, technology expertise, content production and data insights will deliver greater customer value.
“The responsibility for marketing technology has shifted from the IT department to the marketing department in recent years as software and services moved into the cloud. The Centre of Excellence addresses that.”
Mehl, Gillespie, and Nguyen joined WPP AUNZ earlier this year. They are responsible for client strategy, building partner communities across the group, developing client events and facilitating employee training programs.
In addition, WPP AUNZ Chief Data Scientist, Rob Pardini, will lead the Centre of Excellence from a data and research perspective.
This new Centre of Excellence brings together skilled practitioners from across WPP AUNZ to meet client needs.
The company said more than 300 employees have already been assessed on their tech platform competence and there are plans to aggressively grow this number. Employee training and development will be aligned to this so that individual and group capability is strengthened.
Martech accounts for the largest portion of marketing budgets, with Gartner analysts estimating that it now represents 29 per cent of allocation. Forrester Research forecasts that global spending will reach US$122 billion by 2022.
The launch of WPP AUNZ’s Centre of Excellence is a key strategic initiative under the leadership of CEO, Jens Monsees, who took the reins in October 2019.