Paul Cuckoo, Worldwide Head of Analytics

PHD has announced the appointment of Paul Cuckoo to the newly created role of Worldwide Head of Analytics for the network, reporting to Mark Holden, Worldwide Strategy and Planning Director.

Cuckoo will be responsible for developing a high-level analytical capability that enables all 100+ PHD offices across the globe to be able to offer state-of-the-art marketing investment optimisation for their clients. His remit will include the development of a new suite of analytics that includes not only best-in-class deployment of econometric and attribution modelling, but actively drives R&D into the application of machine learning to planning principles.

Cuckoo moves from within the Omnicom Media Group family, having worked at Annalect for four years as an Analyst and Global Data Manager and more recently at OMD, where he was Technical Marketing Intelligence Director. Prior to that he held analytical roles at ASOS.com and Addison Lee.

“Paul’s appointment underlines our commitment to be the world’s most analytically-advanced media agency,” said Holden. “Our investment planning tool is world class, and now, under Paul’s leadership, we’re building out an investment planning team of experts within PHD Global Business and local markets.

“We know that clients are hungry for an advanced analytics offering, and in Paul we have found the perfect blend of someone with advanced data skills balanced with the crucial ability to explain complex concepts simply,” Holden continued.

Cuckoo added, “The opportunity to shape the future development of PHD’s analytics and investment planning capability is a hugely exciting remit. Delivering a business model with clients at the centre is a key priority for PHD into the next decade, and powering this model with a consultative blend of advanced analytics and strategic investment planning will be crucial to success. I’m thrilled to be joining an agency renowned for its innovative outlook and can’t wait to get started.”

Cuckoo will also be instrumental to the ongoing development of Omni – Omnicom’s people-based precision marketing and insights platform, designed to identify and define personalised consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas.