Proximity London has overhauled the leadership of its data team by promoting data strategy partner Claire Tusler to head of data and analytics to spearhead the 50-strong department.
Tusler succeeds Amanda Arthur, who has been promoted to take on a wider role as vice-president of data and analytics.
The agency says that the changes reflect the significant and continued growth of its data team over the last two years. Both Tusler and Arthur will report directly to Adam Fulford, who was recently appointed chief strategy officer.
As head of data and analytics, Tusler – who has been at the agency for a decade – will lead and develop the direction and vision of the division, including championing future data innovations. She will work across the agency’s client base, which includes Virgin Atlantic, Specsavers, The Economist, John Lewis and IKEA, and will also support new business activity.
Arthur, who will continue to lead the TV Licensing data and analytics team, will also be responsible for promoting learning and best practice across the agency’s data community and identifying new talent. In addition, she will lead partner relationships with data providers, universities and other third parties.
Proximity London chief executive Gabrielle Ludzker said: “Data is not only the largest but also the most fertile opportunity of our times. We are already the largest and most talented data-driven creative agency in the market, but now it’s about focusing on innovation to take things up a level. That is why I am promoting Claire and Amanda. Together they will do great things.”
Tusler added: “Today, data sits at the very heart of where business opportunities lie and how we develop clients. I honestly believe that we have one of the best data teams around and I’m delighted to be leading the charge at such an exciting time for both our agency and the industry.”
Arthur said: “Proximity’s data team has grown hugely in the five years that I’ve been here, both in terms of the number of accounts and the breadth of the assignments. We’ve grown and consolidated the team and are now looking forward to the next phase of our development. I’m absolutely thrilled to be part of this journey.”
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