MightyHive launches global data practice with Jakub Otrzasek as APAC lead

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Data and digital media consultancy MightyHive has launched its global data practice, available to clients with teams, with support available locally and across regions. It aims to help organisations better understand their customers and make informed decisions across their businesses with machine-learning (ML) technologies to drive connected first-party data and analytics. The team is globally helmed by Tyler Pietz, senior vice president of global data, and led by Jakub Otrzasek in APAC as the APAC lead of data practice.

According to MightyHive, it has provided privacy-first data strategies for global brands such as Electrolux, Pandora Jewelry and Mondelēz International. For Mondelēz International, it helped to create Media Data Spine – a scaled repository to analyse media data for Mondelēz marketing teams across the globe, providing advanced personalisation-at-scale and closed-loop sales measurement with retailers such as Target.

Jon Halvorson, VP global media, digital and data at Mondelēz International, said MightyHive had been instrumental in helping Mondelēz lead a digital renaissance in the CPG industry. “The MightyHive data team has been by my side as we’ve architected advanced data environments and future-proofed our measurement systems,” Halvorson added.

Meanwhile, Masashige Murakami, project lead of Fuji Television Network said the company aimed to deliver better UX and improve the efficiency of its marketing activities by working with MightyHive on a data strategy project for Fuji Television On Demand (FOD).

Pete Kim, CEO and co-founder of MightyHive said while data impacted every aspect of the customer experience and not just marketing, it could still be overwhelming and confusing. “With the launch of the global data practice, MightyHive helps brands break down data silos within their company to more effectively intertwine data with media and creative for more compelling customer experiences and maximum returns,” Kim added.

Martin Sorrell, executive chairperson of S4Capital said data was the “vital connective tissue” that drove personalisation at scale and made good creative even more powerful. “As the leading tech-led new age marketing services company, launching the MightyHive data practice is a natural step in our evolution,” Sorrell added.

Within the past year, the company has merged with Digodat, ConversionWorks and MightyHive Korea, with presence in Latin America, Europe, Asia and Australia. Additionally, recently appointed talents include Julien Coquet, Sayf Sharif and Toby McAra. Separately, in June this year, MightyHive brought onboard Miles Young as a non-executive director with effect from 1 July 2020. No stranger to the advertising industry, Young brought over almost 35 years of experience from Ogilvy as its global Chairman and CEO.

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