GroupM, the media investment management group of WPP, today announced Paul Rowlinson as the new Managing Director for [m]PLATFORM in the UK. The newly launched [m]PLATFORM is an advanced technology suite of flexible media planning applications, data analytics and digital services improving advertisers’ use of audience-defining insights from hundreds of data sources to communicate with consumers across all media.
[m]PLATFORM offers data analytics and digital services including search, social, mobile, digital ad operations and programmatic in a completely open and fully transparent data and technology architecture.
Rowlinson, previously Chief Operating Officer (COO) at Mindshare UK, has 22 years’ experience in the industry and 13 year at Mindshare, originally as Head of Investment and then as the COO role at the agency for the last four years.
“Paul brings a strong trading background and a passion to consistently drive the digital agenda for GroupM clients,” said Nick Theakstone, CEO at GroupM UK. “His new role will be pivotal in cementing [m]PLATFORM across all GroupM UK agencies, working closely with Alex Stil, President, [m]PLATFORM, EMEA. Paul’s strong appreciation and awareness of our marketplace is already evident, and we have faith in his proven track record galvanising teams driving clients’ results.”
“The mission of [m]PLATFORM is to use the most powerful collection of data, technology and expertise to provide addressability and accountability for our clients across all media. It will provide the insights and understanding of audiences needed to drive a crucial market advantage for our clients, helping them transform their approach to marketing to one of mass personalisation,” said Paul Rowlinson. “I am hugely excited to be leading this new team, and working closely with all GroupM’s agencies, media partners and clients to make this vision a reality.”
Rowlinson joined Starcom in 1998, moving up the ranks planning and buying across all media channels before taking a role as Managing Partner in TV at Mindshare in 2004. Within two years, he was promoted to Head of Audio Visual Media overseeing 45 people working in TV, VOD/Online Video & Cinema and was an integral member of the GroupM Trading Team from the outset.
In 2010, he became Head of Exchange, with a total of 150+ people across AV, Digital Display, Print, Radio, Search, Paid Social and SEO. Then in 2013, he stepped up to the COO role at Mindshare, where his key responsibilities included delivering business growth and advancing the digital operations at the agency.
GroupM is the leading global media investment management group serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, Essence and m/SIX, as well as the programmatic digital media platform, Xaxis, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize the performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, and proprietary tool development. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people, and is increasingly working closely for the benefit of clients with WPP’s data investment management group, Kantar. Together GroupM and Kantar account for over 50% of WPP’s group revenues of more than $20 billion.
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