Dentsu International is doubling down on one-to-one marketing with the hiring of Keith Camoosa as chief addressability officer, a title the agency claims is a first for the industry. Camoosa will report to Doug Rozen, CEO of Dentsu Media, Americas.
Rozen calls the move a “pioneer approach" to the future of media. "Introducing the first chief addressability officer propels Dentsu’s leadership forward as all media becomes addressable media," he said. "From steering the industry towards a privacy-forward world to exponential growth in matching identity with inventory, Keith will lead us to a new media landscape like never before.”
With the digital ad landscape in upheaval given privacy concerns, the death of cookies and continually shifting regulations, Dentsu is betting Camoosa's team–working in tandem with its Merkle data unit; its M1 publisher addressable marketplace; and its identity resolution platform Merkury—can give the agency an advantage by taking a holistic view of identity and people-based marketing. "We need a new orientation and the purpose of Keith's role is to cut across [all channels],” said Rozen. “It’s not about any one channel, because we believe all channels in all media will become addressable and should become addressable.”