Scope3 has promoted Tim Collier to chief business 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 yr, 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 know-how and information partnerships for the U.Ok.
In his new function, Collier will oversee all of Scope3’s business 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 corporations purchase media.
“That is the primary time this class has been constructed,” he instructed ADWEEK, including that the problem lies in designing a business construction that helps early adopters—manufacturers, businesses, and media corporations—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 business construction of the enterprise,” he mentioned. “This isn’t about taking a ton of programmatic gamers and placing an AI on high 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 moving into and taking a ton of programmatic gamers and put an AI on high of it. That doesn’t work.”
Collier’s promotion comes on the heels of Scope3’s announcement earlier this yr, introducing Model Requirements, an AI-powered model security and suitability software that lets entrepreneurs construct customized brokers primarily based on firm values, enterprise targets and viewers demographics to evaluate placements on the content material stage.
In a single instance, company Draft Digital used Scope3’s software on Meta for a lottery shopper. The agent flagged that a part of the advertiser’s spend was working alongside playing content material—one thing prohibited underneath lottery tips. By blocking that 25% of misplaced spend and redirecting it into authorized stock, the model reinvested in media that was each compliant and simpler, based on Collier.
“25% is de facto materials by way of the distinction agentic options could make,” he added.
