Angela Tangas has been appointed the new Global CEO of Oliver, the Brandtech Group’s in-housing consultancy. The former Dentsu UK Group CEO will also serve as Brandtech’s first Chief Strategy Officer. The appointment comes as Oliver founder and Global CEO Simon Martin moves into a new role as Chair of the company.
As Brandtech’s Chief Strategy Officer, her focus will be on accelerating the Group’s leadership in Gen AI.. Its end-to-end Gen AI marketing platform Pencil, has made more than 2 million ads across 5,000 brands since 2018, and in Q1 this year, made 235,000 Gen AI assets for 3 of the world’s top 10 largest global Advertisers.
Brandtech founder and CEO David Jones commented: “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. 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.
“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.”
Tangas will take up her post on September 1st. Recent months have seen a significant increase in client demand for in-housing as more brands recognise that Gen AI is more efficiently deployed at scale through in-house AI content studios and workflows. Tangas served at Dentsu for seven years, latterly as UK & Ireland Group CEO, and prior to that held several executive and senior leadership roles in digital marketing and product innovation. She is also on the board of FareShare UK, the UK’s national network of charitable food redistributors.
Angela Tangas said: “I’m absolutely delighted to join the Brandtech Group at such a defining moment for brands, business and the global marketing services ecosystem. Everyone knows how far ahead Brandtech is in Gen AI, and with the strength of Oliver’s proven model, it’s a powerful combination to enhance brand and business value at lower risk. Successful augmentation of Gen AI, tech and talent across workflows and operating systems is essential for every company to achieve maximised performance, continued growth and competitiveness in a highly dynamic and evolving consumer and trade environment, where transforming isn’t easy.
At the same time, Brandtech Partners Emma Cookson and Daniel Floyed are being promoted into the newly created Joint Chief Client Officer roles, reporting into founder & CEO David Jones.
