OMG hires T&Pm chief to head up data and analytics

Omnicom Media Group has appointed a new UK managing director for its Annalect data and analytics division from WPP, to take a key role on the Omni open operating system that supports all Omnicom agencies worldwide.

Dylan Mouratsing, who was global chief data officer and partner at T&Pm, will also oversee the design and delivery of data and tech strategy and solutions for Omnicom clients in the UK.

He succeeds Marie Clayton, who was recently promoted to managing director of Annalect EMEA.

The appointment marks a return to Omnicom for Mouratsing, who previously was business director at MG OMD where he helped establish and lead a 40-strong team that integrated insights, ad-ops, data science and econometrics to inform investment strategies.

At T&Pm, he was executive committee lead for data, tech, and AI, driving product development.

Over the course of a 20-year career in media, Mouratsing work has earned numerous industry honors, including a gold IPA Effectiveness Award and a Media Week Gold for Best International Campaign.

Joining next week, he will report to OMG UK chief digital officer Henry Rowe, who said: “Dylan will play a critical role at OMG UK, ensuring data and tech continue to sit at the centre of our Agency as a Platform proposition, and influencing the data-driven culture.

“A proven leader in data and tech, Dylan’s wealth of experience will ensure that our agency teams are able to activate Annalect’s unique blend of insights and advanced technology to turn data assets into business growth for our clients.”

Mouratsing added: “OMG and Annalect have experienced remarkable growth in recent years, and I look forward to building on this momentum at the group level in the UK. As part of the global team that has developed the industry’s most advanced data and analytics offer, my focus will be on ensuring data driven marketing capabilities that deliver transformative business outcomes for UK clients.”