Kite Factory chief joins TMW to lead performance unit

TMW Unlimited is boosting its performance media offering with the appointment of Kite Factory managing partner and international managing director Rob Watt to lead the operation.

Watt, who takes up the role of managing partner of performance marketing, will report to TMW Unlimited CEO Chris Mellish, who is also head of Unlimited’s Marketing Division. He will be responsible for all performance marketing efforts across its three offices in London, Bristol and Reading.

With over 25 years’ experience, Watt has worked with some of the world’s biggest brands including Ralph Lauren, WW (formerly Weight Watchers), Asda, Standard Life, Starwood Hotels & Resorts, Unicef and Tourism New Zealand.

Over the four years he was at The Kite Factory, Watt ran the Unicef global account, leading both consulting and activation services. He also set up and managed The Kite Factory’s creative production and conversion rate optimisation practice and led the successful implementation of the agency-wide dashboarding project.

Prior to that, Watt spent over a decade working at Razorfish, building the UK media department as media director before becoming UK managing partner and European media director.

Mellish said: “Our people have consistently delivered great work for our clients and I’m very happy Rob has joined our team at such a pivotal time. He is a hugely talented individual and shares our belief that for clients to thrive in today’s complex marketing landscape they need ideas that work across the entire customer journey and must be grounded in human understanding.”

Watt added: “It has been incredible to see TMW evolve and grow over the years. What attracted me to this role is their integrated offering that ensures complex opportunities and challenges can be addressed at scale and at speed. What truly sets them apart of their 120-strong community of neuro, behavioural and data scientists from Unlimited’s Human Understanding Lab.”