M&C lures PHD global data chief for Fluency agency

Amar Vyasto_M&C Saatchi2M&C Saatchi Fluency – the agency which was launched last year with a pledge to end “data snobbery” – has poached PHD Media global chief Amar Vyas head up its own data and tech operations.

Vyas, who has been global head of data, measurement and analytics at PHD Media for the past decade, takes on the role of chief data and technology officer.

He will work alongside new CEO Tim Spencer, who recently succeeded launch boss Frisco Chau, who quit after less than a year in the role, and Mike Spencer, who continues as chief operating officer.

The three roles make up the executive leadership at Fluency; they in turn work alongside a management team of director of data science David Lawton, APAC lead Georgina Wong, and director North America Johnny Walker.

At PHD, Vyas spent ten years developing and growing data and technology products and services for major clients including Volkswagen Group, HSBC, Unilever and Diageo. He has over 15 years’ experience and expertise in driving forward significant data transformation for clients globally, alongside the delivery of strategic insight and analytics products and initiatives.

M&C says that “Fluency continues to focus on delivering meaningful change by empowering decision-makers through improved data fluency to de-risk decisions” and creating what it calls intelligent brands.

Fluency defines this as brands with enhanced ‘systems of insight’ capable of sustained growth by fluently connecting brand performance to the changes in the world around them. No data snobbery allowed, though.

The group claims that under Tim Spencer’s stewardship, Fluency has seen revenue growth driven by increased client and new business wins.

It has also developed a number of tech solutions, including “Brand Desire” with brand consultancy M&C Saatchi Clear, an AI brand strategy tool that pinpoints growth opportunities for clients. The solution is powered by Fluency’s data ecosystem including harnessing econometrics to give marketers greater fiscal credibility at board level.

Fluency works across the M&C Saatchi Group of businesses, powering data and technology solutions designed to enhance each specialism and drive at greater return on investment for clients.

Tim Spencer said “Amar brings a wealth of experience leading significant data and technology transformation programs for global clients. His expertise in martech, coupled with his relentless focus on delivering outcomes for clients, will now play an exciting role in Fluency’s continued growth.”

Vyas added: “Clients face significant difficulties in driving value from data, and I was hugely impressed at how Fluency tackles these challenges through its range of solutions. The market is moving fast – and Fluency has what it takes to make a real impact. I can’t wait to start working with our clients to unlock the power of their data.”

Meanwhile, the M&C Saatchi takeover offers look no closer to being accepted, with both digital marketing group Next 15 and long-term bidder Vin Murria’s Advanced Advt failing to gain shareholder agreement for their plans.

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