This appointment reflects the growing importance of programmatic as an effective route to delivering audience led strategies across all media.
With the acceleration in programmatic activity, the agency recognised the need for someone to provide a longer term view on how programmatic can be used: not just to deliver efficiency but also how to drive greater insight through data.
Duane brings a comprehensive view on technology, strategies and propositions within the programmatic market to Total Media. He will provide a leading market view on how the agency can use programmatic to deliver behavioural strategies for clients across all media.
James Duffy, head of digital at Total Media said: “Programmatic provides us with reams of behavioural data. In addition to his work in promoting and leading the programmatic approach at the agency, Duane will be responsible for mining behavioural data from all the information available. By putting customer centric insights at the heart of our campaigns – understanding how people think, feel and act – we can better connect with audiences for the benefit of our clients.”
Duane Thompson said, “It’s an exciting time to join an independent, growing agency that brings a fresh approach to media solutions across a varied portfolio of clients and markets. In our online-world, programmatic is crucial to providing clients with the insights-led approach they are looking for. Combining these insights with Total Media’s behavioural planning, we will be able to deliver targeted, meaningful media plans for clients.”