TBWA\Singapore promotes Polly Freeman to group head of data strategy and analytics

TBWA\Group Singapore has promoted Polly Freeman to group head of data strategy and analytics.

In her new role, Freeman's remit will expand to lead TBWA's global centralised team of data specialists and centre of data excellence. She will be based in Singapore. 

In tandem, Freeman will spearhead TBWA's analytics and martech capabilities and oversee the business intelligence team in Madrid and India. Freeman will also continue to lead the data strategy arm. 

“I’m incredibly grateful for this opportunity, and to lead the team into this new chapter. We’ve revamped our disruption accelerator with cutting-edge products and services all designed to propel our TBWA proprietary disruption methodology – and ultimately, what we do is give our clients the confidence to be brave," said Freeman when MARKETING-INTERACTIVE reached out. 

Don't miss: TBWA\Asia names Peter Khoury as regional chief creative officer

Freeman will oversee the data needs for 24 TBWA offices globally, spanning North America, Europe, the Middle East and APAC, including the group's Omnicom family agencies 180NY, 180NY, 180LA and 180Amsterdam. 

She will be reporting to TBWA\APAC chief data officer Oliver Kunze and managing director Melissa Hill.

As group head of data strategy and analytics, Freeman looks forward to driving TBWA's excellence by maintaining the close collaboration with its global network of strategists and experts, she said. 

In addition, Freeman aims to challenge conventions to redefine the role of a data team within TBWA and beyond. 

"New-age CMOs understand that being customer-centric is not optional; it is imperative for driving real growth. What I do with my team is to help deliver on that," added Freeman.

Prior to her new role, Freeman was the international head of data strategy for just under a year. As international head of data strategy, Freeman worked with both regional and global clients across industries as parts of the APAC and global TBWA network. 

She was also previously the senior strategy director from August 2021 to July 2023, and TBWA\Group Singapore's data director from June 2019 to July 2023. 

Before beginning her stint at TBWA\Group Singapore, Freeman was based in the United Kingdom and was a senior data strategist at Karmarama and Lida. 

TBWA has been expanding its team throughout the year. Earlier in January this year, TBWA\Asia named Peter Khoury as its regional chief creative officer and TBWA\Singapore’s chief creative officer.

Khoury is based out of the TBWA\Singapore agency.

In his new role as chief creative officer at TBWA\Singapore, Khoury will partner with Mandy Wong, TBWA\Singapore president. Khoury will also work closely with executive creative director, Asheen Naidu and deputy executive creative director, Loo Yong Ping, across the agency’s client portfolio, such as Singapore Airlines, National Arts Council, NCS and Hilton to name a few.

As regional chief creative officer, Khoury will be working closely with the regional creative leadership team: Melvin Mangada, chief creative officer TBWA\SMP Philippines, Takahiro Hosoda, chief creative officer, TBWA\Hakuhodo, Ronnie Wu, chief creative officer, TBWA\China and Veradis Vinyaratn (Mike), Chairman TBWA\Thailand.

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