Amplifi Under Law As Dentsu Aegis Sets U.S. C-Suite

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Dentsu Aegis Network says it grew 28% last year, and some of its more recent clients include United Airlines, Subway and top advertiser Procter & Gamble Co. Within the company are Amplifi, a global media investment firm with a goal to deliver “a demonstrable uplift in media performance across TV, Print, Digital and Radio,” and DAN Media U.S., a digital agency network.


Both entities are tech-driven, and they are now being consolidated.

As such, Andy Donchin is now Amplifi Chairman, while its President is now Michael Law. 

He succeeds Lucas Cridland, who will now served as COO at DAN Media U.S.

Law will lead the overall media investment, productivity and media partnerships strategy for Amplifi, “ensuring DAN has a market-leading trading proposition across each of their media disciplines.” He was previously EVP/Managing Director for U.S. Media Investments at DAN.

Donchin will continue to focus on commercial relationships and critical media partnerships while also serving as “an active leader in business development, managing client relationships from a media investment perspective.”

Dentsu Aegis says DAN made the management changes “to accelerate its operations across all media agencies.” This, it says, includes “ensuring that Amplifi, its media investment platform, continues to effectively manage its clients’ media spend with market-leading price performance as well as utilizing scaled data, technology and automation solutions to create advantage for clients.”

At the same time, Dentsu Aegis plans to continue to leverage its insights, planning, activation and measurement platform M1.

All report to Doug Ray, chairman of DAN Media.“Amid this significant momentum, we continue to look for new ways to drive more effectiveness for our clients and efficiency for the organization,” Ray said. “At the same time, it’s paramount that we stay ahead of the curve in terms of innovation, ideation and execution. There is a clear evolution happening in our industry, and critically the media marketplace. These important appointments will ensure that we future-proof our capability and provide competitive advantage for our clients. These unique leaders will drive meaningful change across our media buying and operations capabilities. They will ensure that DAN Media is well situated to maintain its leadership status and keep successfully scaling in the ever-changing media-landscape.”

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