Scope3 has promoted Tim Collier to chief industrial officer, efficient instantly, because the sustainability-focused adtech agency doubles down on what it calls “agentic promoting.”
Collier, who has led Scope3’s U.Ok. and Northern Europe enterprise for the previous 12 months, succeeds Brenda Tuohig, who will stay as an advisor. He’ll report back to CEO Brian O’Kelley.
Earlier than becoming a member of Scope3, Collier spent greater than a decade at Google, most not too long ago as head of expertise and knowledge partnerships for the U.Ok.
In his new function, Collier will oversee all of Scope3’s industrial operations, however will give attention to constructing out the corporate’s agentic promoting technique—an rising class that makes use of AI brokers to reshape how manufacturers, businesses, and media firms purchase media.
“That is the primary time this class has been constructed,” he informed ADWEEK, including that the problem lies in designing a industrial construction that helps early adopters—manufacturers, businesses, and media firms—that wish to experiment with new approaches that contain AI brokers.
“As we take into consideration constructing and proudly owning the agentic promoting class, it requires us to completely rethink how we arrange the industrial construction of the enterprise,” he mentioned. “This isn’t about taking a ton of programmatic gamers and placing an AI on prime of it. That doesn’t work.”
Scope3 already counts Omnicom, Butler/Until, Draft Digital and platforms together with Meta and Amazon amongst its companions, and is eyeing for extra offers. Collier wouldn’t share specifics.
“This isn’t about getting into and taking a ton of programmatic gamers and put an AI on prime of it. That doesn’t work.”
Collier’s promotion comes on the heels of Scope3’s announcement earlier this 12 months, introducing Model Requirements, an AI-powered model security and suitability device that lets entrepreneurs construct customized brokers based mostly on firm values, enterprise objectives and viewers demographics to evaluate placements on the content material stage.
In a single instance, company Draft Digital used Scope3’s device on Meta for a lottery consumer. The agent flagged that a part of the advertiser’s spend was operating alongside playing content material—one thing prohibited underneath lottery pointers. By blocking that 25% of misplaced spend and redirecting it into authorized stock, the model reinvested in media that was each compliant and more practical, in keeping with Collier.
“25% is admittedly materials when it comes to the distinction agentic options could make,” he added.
