m/SIX strengthens strategy and analytics team

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Media planning and buying agency m/SIX has made a promotion and two new hires to enhance its strategic offering.

The agency has appointed Anthony Swede (pictured, right) as EMEA Head of Strategy, Rachael Lake as UK Head of Strategy and promoted Simon Foster, formerly TalkTalk client lead at m/SIX, to EMEA Head of Analytics. 

m/SIX specialises in driving commercial, as well as audience growth, in today’s data and tech-led media landscape. Clients include Electronic Arts, TalkTalk, Toyota, Lexus, News Corp, AstraZeneca, Aetna, Britvic and Virgin Money. 

With over 20 years experience across a range of disciplines, Anthony Swede has worked at independent agencies Naked Communications and BBH London, as well as senior positions at Mindshare and most recently, Chief Strategy Officer at Blue 449. 

Swede said: “m/SIX have a brilliant proposition, a maverick spirit and an awesome bunch of people to drive the agency forward. The business is absolutely flying - it’s a hugely exciting time to join.” 

Joining from Manning Gottlieb OMD, Rachael Lake (centre) has defined communications strategies for a range of iconic brands including Uber, Renault, Starbucks, Virgin Trains and NHS Blood and Transplant. At m/SIX, she will be responsible for providing UK clients with innovative strategies and help to drive additional new business efforts. 

Lake said: “m/SIX offers a genuinely different agency model and its track record in client retention and new business speaks to just how appealing this is to clients. I’m excited to play a role in building on this success by helping to create even more strategic, effective and transformational work.” 

In 2019, Simon Foster (left) initially joined m/SIX as the TalkTalk client lead. His new role as Head of Analytics for EMEA will see him provide data insight, marketing and media mix optimisation, business forecasting and marketing effectiveness solutions to the agency’s clients across the region. 

Speaking of his appointment, Foster said: “m/SIX is targeting very high growth over the next two to three years and this creates a fantastic opportunity to develop a world-class analytics function. To be given the opportunity to lead the analytics function at m/SIX and contribute to that growth is a hugely exciting opportunity.” 

All three will report into Jack Swayne, who was made EMEA CEO in September 2019, and be based out of m/SIX London.