Louise Martell, former head of communications strategy for Apple at OMD’s Media Arts Lab, has joined Yonder Media in the newly created role of partner and chief strategy officer.
Alongside founder and CEO Ed Cox, Martell will be responsible for helping Yonder establish a leadership position in what he describes as a new category of media agency., as well as the evolution of the company’s proprietary audience planning technology for clients, which include Pilgrims Choice, Kerrygold, Propercorn, Shelter and Vita Coco.
She will also hold a seat on the management team of Yonder’s parent company, The Beyond Collective, which she will join in September.
“The media have been really messed up,” Martell said. “Entertainment, commerce and communication have converged, viewers and scrollers become customers with the click of a button, influence is everywhere and expectations of brands and companies have never been higher – this is the age of audience.
Martell continued, “Any brand that is serious about winning in this complex business environment has to think about the audience experience first.
“Yonder has pioneered an approach that combines communications planning with experience design and I look forward to being a part of their next phase of growth.”
Martell began her career in 1996 as a media planner at New PHD and briefly held the same role at OMD Sydney before becoming a communications planner at St Luke’s.
In 2002, she joined Mediacom as Director of Strategy, where she worked for over 13 years, before being promoted to Director of Global Strategy in 2014.
After two years as Planning Manager at Vizeum UK, Martell joined OMD as Communication Strategy Manager for the EMEA region at Media Arts Lab – the division set up to manage the Apple account – and in 2019 , she was appointed the group’s strategic partner for the company. .
Zaid Al-Zaidy, CEO of The Beyond Collective, said: “Since 2018, we have felt a huge appetite from clients for the Yonder methodology, which places the audience experience at the heart of everything they do. do.
“With Louise now jointly at the helm to advance our strategic capabilities, the agency is shifting into high gear. It’s fair to say that we are extremely excited about what lies ahead. “
Earlier this year, Yonder Media hired Claire Milton – director of planning at Wavemaker’s early stage / challenger brand operation WM Select – as brand manager.
Cox added, “Louise is one of the industry’s most formidable strategic thinkers who truly understands the interplay between media and audience experience.
“Apple wrote the book on Designing Brand Experiences and Putting Customers First, so getting their chief communications strategist to join Yonder is a coup for us and for all of our customers.”