Control v. Exposed launches in Europe with ex-Havas appointment

Josh Hall's picture
by Josh Hall

Control v. Exposed (CvE), an agency spinoff from the US's Goodway Group, announced its launch in Europe yesterday.

The fully-remote agency takes a tech-focused approach to marketing, with 10 per cent of its headcount accounted for by engineers.

Its expansion into Europe will be headed up by Peter Frampton, formerly Havas Media UK & Ireland CEO, who will work as CvE's head of Europe.

The agency will take a small coworking space in central London, with staff working remotely in a move that CvE says will help it attract top talent.

Commenting on Frampton’s appointment, Brody O’Harran, EVP of CvE, said:: “We knew we needed an exceptional leader in place for Europe, and Paul is a unique triple-threat. He has great pedigree in terms of media knowledge and relationships both with clients and media owners, experience building and scaling businesses, and is also known for being a ‘challenger’ himself. 

"This business is his to build – he has the support of his peers on the global board, plus the clout and client support from Goodway Group – and we know he will do great things.”

Frampton added: “Until I met Goodway and learned about the opportunity to lead Control v Exposed, and after experiencing the fast pace of the tech sector, I didn’t think I would return to the media industry.

“I’m delighted to be joining such a nimble, forward-thinking company which truly puts the customer at the heart. It is a refreshing antithesis to top-heavy, P&L-driven agency groups. 

He continued: “It’s time for a re-set. The European launch comes at a perfect time: the traditional agency model is under threat, all growth in the industry is coming from digital, we are post-GDPR, facing the demise of the 3rd party cookie and Europe is crying out for innovation to counter all of this. The timing is also ripe for addressable TV and programmatic OOH where CvE can lead from the front, using its learnings from the US.

“I look forward to leveraging CvE’s solutions focus to help marketers navigate the weighty challenges of today, whether that be martech or 1st party data strategy or building in-house capability.”

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