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M&C Saatchi Fluency Welcomes Amar Vyas as Chief Data and Technology Officer

London, UK
Amar joins from PHD

M&C Saatchi Fluency has prized the global head of data, measurement and analytics, Amar Vyas, away from PHD Media (Omnicom Media Group) into a newly created role of chief data and technology officer. 

Amar joins M&C Saatchi Fluency from PHD where he spent 10 years developing and growing data and technology products and services for major clients including Volkswagen Group, HSBC, Unilever & Diageo. He has over 15 years’ experience and expertise in driving forward significant data transformation for clients globally, alongside the delivery of strategic insight and analytics products & initiatives. 

Amar joins Tim Spencer, who has moved into the role of CEO, and Mike Spencer who continues as chief operating officer, at the helm of M&C Saatchi’s Data and Technology consultancy, Fluency. The three roles make up the executive leadership at Fluency, who work alongside a management team of David Lawton (director of data science), Georgina Wong (APAC lead), and Johnny Walker (director, North America). 

Fluency continues to focus on delivering meaningful change by empowering decision-makers through improved data fluency to de-risk decisions and creating what it calls ‘Intelligent Brands’. Fluency defines this as brands with enhanced ‘systems of insight’ capable of sustained growth by fluently connecting brand performance to the changes in the world around them. 

Under Tim’s stewardship, Fluency has seen revenue growth driven by increased client and new business wins alongside the development of market-leading tech solutions, including the successful launch of “Brand Desire” with brand consultancy M&C Saatchi Clear, an AI brand strategy tool that pinpoints growth opportunities for clients. Brand desire is powered by Fluency’s extensive data ecosystem including harnessing econometrics to give marketers greater fiscal credibility at board level.

Along with its own blue-chip clients including the world’s largest Retailer, a distinguished pharmaceutical brand and a global market leading sports franchise. Fluency works across the M&C Saatchi Group of businesses, powering data and technology solutions that enhance each specialism and drive at greater return on investment for clients. 

Tim Spencer, CEO M&C Saatchi Fluency, says, “We’re delighted Amar joins our leadership team. He brings a wealth of experience leading significant data and technology transformation programs for global clients. His expertise in martech, coupled with his relentless focus on delivering outcomes for clients, will now play an exciting role in Fluency’s continued growth."

Amar Vyas, chief data and technology officer M&C Saatchi Fluency, comments “Clients face significant difficulties in driving value from data, and I was hugely impressed at how Fluency tackles these challenges through its range of solutions. The market is moving fast - and Fluency has what it takes to make a real impact. I can’t wait to start working with our clients to unlock the power of their data.”

Work from Fluency M&C Saatchi