Global Head of Data Product, TBWA\Worldwide
Michael leverages data and technology to fuel TBWA’s creative product and client business growth, as the collective continues to expand its remit from communications partner to business partner, and advances beyond advertising to brand orchestration and experience design. He’s charged with further developing the company’s data services and products, collaborating with Omnicom’s internal data suppliers and partner agencies as well as external data platforms. Michael will also drive the adoption of ethical and inclusive data standards across the global collective.
Michael joined TBWA from Huge, where he served as Chief Data Officer, leading the data strategy, analytics, research, and personalization practice for the digital experience and product strategy firm. While there he led a high-performing team of 50+ analysts and researchers supporting all of Huge’s global offices, transforming experiences for brands such as Google, Spotify, Vanguard, and Fiat Chrysler Automotive. Prior to that, he served as SVP, Chief Analytics Officer at Resonate, where he directed a team of analysts, machine learning experts, and researchers to build and scale the largest consumer research and digital targeting platform in the U.S., working across brands, political campaigns, and public affairs.
Earlier agency experience includes UM, where Michael created the agency’s Decision Sciences practice, R\GA and OMD. He began his career at NPR as a user experience analyst, working at the intersection of culture and content and launching the network’s first podcast offerings.