Karmarama has come good on its pledge to strengthen its data-driven approach by poaching MEC chief Jamie Toward to head up its own content offering.
Reporting to executive chairman Jon Wilkins, Toward becomes managing partner of content and will lead data-driven content, an ongoing growth area for the agency.
In 2015 Karmarama invested in developing an expanded data strategy and planning offer through a joint venture with data business Ignition, set up by the original founders of data agency Fuel.
Karmarama claims to have a strong heritage in content strategy and creative, and through its production company Kream, has delivers moving image content – from long-form documentary formats, through to agile, responsive social content.
Wilkins said: “Data-driven content has become one of our key growth areas since we added a market leading data team to our established content production offer. Jamie is the final piece of the jigsaw, bringing leadership and distribution planning capability to keep us ahead of the curve and at the leading edge of the content market.”
Toward, who has over 20 years’ digital and content experience, first joined MEC as director of operations at MEC Access in 2012 and was promoted to head of content last year. He previously worked at Redwood as board director for over five years and has worked with brands such as Virgin Media, Lloyds Banking Group and BT. Toward has also lead award-winning teams delivering EE’s B2B content platform and the Evian #wimblewatch campaign.
Toward added: “The pairing of data and distribution with the strength Karmarama has in creativity represents the Holy Trinity for 21st century brand owners. Melding the science and certainty of data, with the art and inspiration of creativity, is the offer all agencies in the content sphere need to make – and Karmarama has got that in spades.”
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