TLDR: Brandtech Group has announced the appointment of Angela Tangas, former CEO of Dentsu UK & Ireland, as the new Global CEO of Oliver, its in-housing consultancy. Tangas will also assume the role of Brandtech’s first Chief Strategy Officer, with a primary focus on accelerating the group’s leadership in Generative AI. This move sees Oliver founder Simon Martin transition to the role of Chairman.
The Brandtech Group has made a significant leadership appointment, naming Angela Tangas as the new Global CEO of Oliver, its in-housing consultancy, and simultaneously as the group’s inaugural Chief Strategy Officer. Tangas, who previously served as the Chief Executive of Dentsu UK & Ireland from September 2022 until January of this year, will officially commence her new dual role on September 1st.
In her capacity as Chief Strategy Officer for Brandtech, Tangas will be tasked with spearheading the acceleration of the group’s leadership in Generative AI (Gen AI). This strategic focus aligns with Brandtech’s long-standing vision of leveraging technology and AI to enhance marketing efficiency. David Jones, founder and CEO of Brandtech, commented on the appointment, stating, “Our founding vision 10 years ago was that you could do all marketing better, faster and cheaper using technology and AI. Most people didn’t understand what we meant back then but Gen AI has made that vision a reality and is creating a tectonic disruption in the world of marketing.”
Jones further emphasized the efficacy of the ‘inside model’ for Gen AI deployment, noting, “We’ve seen over the last three years that the inside model is best for scaled deployment of Gen AI and we believe that every major brand will be able to save 30-50% off their content creation costs while creating content better and faster.” He added, “Angela is going to obsessively focus on helping our clients drive their transformation to Gen AI-first marketing using Oliver’s unique model, which is the perfect combination of the best Talent and the best Technology platform in Pencil.”
Oliver, which was acquired by Brandtech (then known as You & Mr Jones) in 2019, has seen substantial growth, tripling in size since the acquisition. Simon Martin, Oliver’s founder and outgoing Global CEO, will transition to the role of Chairman. Jones praised Martin’s entrepreneurial spirit and partnership, highlighting his continued advisory role as the company enters its next phase of growth.
Brandtech’s end-to-end Gen AI marketing platform, Pencil, has demonstrated significant capabilities, having created over 2 million ads across 5,000 brands since 2018. In the first quarter of this year alone, Pencil generated 235,000 Gen AI assets for three of the world’s top ten largest global advertisers. The appointment of Tangas comes amidst a notable increase in client demand for in-housing solutions, as brands increasingly recognize the efficiency of deploying Gen AI at scale through in-house AI content studios and workflows.
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Tangas brings extensive experience to her new roles, having spent seven years at Dentsu, where she held various executive and senior leadership positions in digital marketing and product innovation. She also serves on the board of FareShare UK, the national network of charitable food redistributors.
