In her new role, Arthur will be responsible for running the agency’s 23-strong data and analytics team, working for clients including Shell, Kraft, VW, P&G and BBC TV Licensing, which Proximity has handled for the past 11 years.
She will sit on the Omnicom agency’s board and report directly to chief executive Mike Dodds.
Arthur started her career at Ibis Information Services in 1979, then joined Dun & Bradstreet as marketing manager in 1983. By 1986 she was working at BT in its database marketing unit; she stayed there for just over 12 years and worked on campaign management.
She switched agency side in 1998 – joining what was then EHS Brann – and has been there ever since.
Dodds said: “The breadth and depth of Amanda’s skills will be an asset to the agency and will further reinforce our ability to translate the big data stream into powerfully effective customer communications for our clients.”
Her predecessor Williamson left to become head of marketing effectiveness at BA.
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