Publicis Group has appointed Isobar chief executive Karl Weaver to run Publicis Spine, the agency’s insight platform which combines tech and data to target advertising at consumers on an individual level.
Weaver will be responsible for unifying the data assets, technology and talent across Publicis Group UK in order to deliver data-driven products and services for all clients in the UK.
Publicis Spine, which launched in October 2017, comprises three core components: data matching from first, second and third party sources to inform when, where and how to engage consumers and with what message; PeopleCloud, a cloud-based platform that uses data to identify sources of client growth at the individual level; and a single data and analytics team using 3,500 engineers, scientists and tech leaders across Publicis Group that will help clients turn data into business insight.
Weaver, who also spent 12 years at Data2Decisions, will report to Annette King, CEO of Publicis Group UK and Sue Frogley, Publicis Media CEO.
Weaver said: “Publicis Group puts data-led thinking at the core of client solutions. The Publicis Spine proposition is unique in the marketplace, making an analytical understanding of consumers a fundamental building block of the offer, rather than a bolt on. This is a transformative approach and has huge potential for both clients and the business as a whole.”
King added: “I am delighted Karl is joining our senior team in this key role as he has the background, expertise and unique blend of skills to lead and evolve Publicis Spine to the benefit of our clients, talent and partners here in the UK.”
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