PHD appoints OMD's Paul Cuckoo to global analytics role

Cuckoo: spent just over a year at OMD EMEA
Cuckoo: spent just over a year at OMD EMEA

Job is focused on developing econometric and attribution modelling.

Paul Cuckoo has joined PHD in the new role of worldwide head of analytics, with a brief to develop a suite of analytics for use across the network.

The suite will include "best-in-class deployment of econometric and attribution modelling" and will "drive R&D into the application of machine learning to planning principles", according to PHD.

Cuckoo has spent just over a year as technical director, marketing intelligence, at OMD EMEA. His earlier roles include data analyst at Addison Lee, Asos and, more recently, Omnicom data unit Annalect.

He will report to Mark Holden, worldwide strategy and planning director, who said: "Our clients are increasingly hungry for an advanced analytics offering and in Paul we have found the perfect blend of someone with advanced data skills balanced with the crucial ability to explain complex concepts simply."

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