UM builds human and data intelligence with new appointments Eaon Pritchard and Claudia Rossi

UM Australia has announced the appointment of Eaon Pritchard as head of strategy in Melbourne and Claudia Rossi as client business analytics lead for UM Sydney.

Says Fiona Johnston, CEO, UM Australia: “Intelligence is nothing if not humanly applied. It is this mixture of hearts and smarts which is so critical to our clients’ businesses into the future, and these smart new people will bring even deeper levels of scientific and human experience to our unique and diverse UM team. A team already driving great outcomes for our clients as so clearly seen from our strong recent defence and wins of ING Bank and Lego.”

Pritchard has been head of strategy for DentsuX in Melbourne for the past 18 months and prior to that he was at RMIT on the university’s Advertising/Communications Program Advisory Committee, also having been a columnist for the global market intelligence service WARC. He will report to UM Melbourne general manager Gareth Nicholls.

Says Pritchard: “We have more data and tech available than at any time and it’s multiplying. Being able to navigate this environment with human understanding and creativity will only become more important. UM is perfectly set to lead in the science and art of sophisticated modern communications and I’m very excited to be joining.”

Rossi is joining UM Sydney as a client business analytics lead. She is formerly insights and research manager for Pandora Australia and has a strong strategic customer analytics background with 10 years’ experience in data driven insights focussed on driving business decisions. In her role with UM she will focus on providing a seamless link between data-driven analysis and the media planning process.

Says Johnston: “Both Claudia and Eaon have quite decisive roles to play and we are looking forward to them joining the business and making our great team even better.”