Fuse Names New Data And Creative Leads

21 Feb 2019 | james.sanwell@benchmarksport.com

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Fuse, Omnicom Media Group UK’s partnership marketing agency, has announced the appointment of two new roles: Tom Goodchild as Marketing Science Director and Nikki Sulentic as Creative Director.

Goodchild (pictured right) joins from Group M’s Gain Theory where he led multiple marketing analytics projects for clients. He has been tasked with leading Fuse’s drive towards more accountable performance partnerships. His appointment builds on the recent hires of Shane Kerr as Insight & Analytics Director and Stef Koutroumanidis as Senior Analytics Manager in 2018.

Sulentic (pictured left) has worked across TV, Print, Media, Social Content and Digital for top advertising agencies including MullenLowe, McCann, VML and Razorfish. In her most recent role as Creative Lead at Evidently, Sulentic worked with brands including Dove, Predict Parkinsons and Whirlpool.

Goodchild and Sulentic will both report directly to Alex Charkham (pictured centre), Fuse’s Head of Strategy.

They will sit within a newly formed “strategy hub” that aims to put marketing science, audience analytics and creativity at the heart of Fuse’s business.

The agency said it believes ‘performance partnerships’ are key to “future-proofing the sector.” It hopes its strategy hub will lead to stronger strategies, more creative partnership executions and business-relevant outcomes that can be reported at every stage of the purchase funnel, from brand metrics to customer conversion and sales.

Louise Johnson, CEO, Fuse said of the appointments: “Overall, we see the marriage between data, strategy and creativity as underpinning much of our offering in years to come. And, as part of OMG UK, we have some industry leading resources that can be leveraged to this end.

“This will ensure that our clients continue to play a core part in the things people care passionately about: sport, entertainment, cause and culture; while delivering meaningful business results. I’m delighted to welcome both Tom and Nikki to the team to help drive this agenda.”