Ex-Assembly APAC VP of strategy founds new AI-based agency Nodal

Assembly Global’s former APAC VP of strategy and insights Tim Durgan (pictured left) has founded an AI-based marketing agency Nodal, dedicated to measurement, optimisation, and performance. 

As the founder of the company, Durgan will be partnering with Daniel Gibson, who played a pivotal role in the evolution of Forward into what is now Assembly, “it's a perfect blend to drive marketing spend to be more creative, more effective and more intelligent,” said Durgan in his LinkedIn post. 

With 16 years of media expertise and a track record with brands such as Hilton, Nike and Coca-Cola, Durgan will spearhead the agency's growth and connect the dots with AI to extract meaning from data.  

The agency covers markets such as Hong Kong, Singapore, Australia, the UK, United Arab Emirates and Spain, with the US and China in the plan by next year. 

Durgan said in a conversation with MARKETING-INTERACTIVE: “We are in a world where client needs are failing to be met by the market. Agencies are shoehorning AI into outdated systems, SaaS platforms’ off-the-shelf solutions overlook business complexity, and consultancies charge high fees without grasping media nuances.” 

“Something needs to change. Nodal is that change. We have designed our business from the ground up to create something faster, smarter, and truly more effective. Unburdened by old ways of working, we can genuinely put the client first—whether that means working alongside your existing agency or taking on media management ourselves,” he added.  

“Our entire culture and approach are rooted in AI, media delivery, and business strategy. This allows us to deliver meaningful results that others simply can’t.” 

Don't miss: Assembly bolsters APAC leadership with new VP of connections and brand experience

Meanwhile, Jordan Heathfield had taken over Durgan's role at Assembly as vice president of connections and brand experience, APAC.

This role aims at advancing the agency’s strategic capabilities and fostering creativity-driven solutions through advanced insights and innovative media activations. Based in Singapore, Heathfield reports to Assembly APAC CEO, Richard Brosgill.

Within this newly created role, Heathfield has a regional remit to spearhead efforts to elevate the agency's connected solutions, blending innovative strategy with creative activations to drive impactful brand performance across Asia’s diverse markets.

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