GumGum has launched a dedicated global Agency Partnerships team to strengthen its work with agencies and advertising partners.
The Mindset Company™ will help agencies use mindset and sports sponsorship intelligence across planning, buying, and measurement. The new team will also build stronger relationships with holding companies and independent agencies.
GumGum Strengthens Agency Collaboration
The team will work directly with agency partners to understand their priorities and identify new opportunities. In addition, GumGum will help agencies integrate its data and technology into AI-powered planning systems.
The company will focus on several early opportunities. These include using Mindset Graph™ insights for media planning and campaign optimization. Agencies can also use Relo Metrics intelligence to support sponsorship investment decisions.
Furthermore, agency partners will gain access to several GumGum solutions. These include the Mindset Portal, high-impact creative solutions, OLV and CTV offerings, and Relo Metrics Edge and Census.
Partners will also receive early access to emerging capabilities and enhanced TV solutions.
“Holding companies and independent agencies are building the next generation of planning and buying infrastructure, and they need data they can trust inside those systems,” said Katy Loria, Chief Revenue Officer, GumGum. “The Mindset Graph and Relo Metrics provide differentiated intelligence to help agencies make smarter media and sponsorship decisions. This dedicated team will help translate that intelligence into meaningful partnerships, new capabilities, and better outcomes for advertisers.”
Kristen Careccia will lead the team across the US and Canada. She will serve as Head of Agency Partnerships, North America, and report to Loria.
Her team includes Keith Millsopp, VP, Agency Partnerships, and Carrie Israel, VP, Agency Partnerships. Meanwhile, Nick Reid will lead international agency partnerships. He serves as SVP, Head of International Agency Partnerships.
Oliver Nash serves as Head of UK Trading and Agency Partnerships. Tarlyn McStay has also moved into the role of Head of Agency Partnerships, Australia. Reid and Nash report to Loria. McStay reports to Matt Coote, Managing Director, JAPAC.
Overall, the new Agency Partnerships team supports GumGum’s broader advertising vision. The company aims to help agencies better understand audience receptivity through advanced intelligence. By integrating mindset and sports sponsorship data into planning systems, GumGum aims to support smarter advertising decisions.
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News Source: Businesswire.com
