Wavemaker UK Appoints Alasdair Pearmund as Head of Addressable

Alasdair Pearmund has joined Wavemaker UK as head of addressable. He will be responsible for leading and evolving the agency’s rapidly expanding addressable content function, driving cross-channel innovation and exceptional growth for a diverse cross-section of clients. 

According to GroupM predictions, 50% of client brands’ creative will be personalised by 2025. By leveraging recent technological innovations in addressable content,, Alasdair and his team will elevate the agency planning process by finding and delivering dynamic content opportunities that drive performance by helping clients connect directly with individual consumers. He will be supported by a broad team of data, innovation, content and ecommerce experts, and will also work closely with GroupM’s Nexus and WPP’s Choreograph and Hogarth. 

Alasdair joins Wavemaker from Omnicom’s DCO Specialist agency Adylic, where he held the role of  Addressable Lead across brands including Audi, Sainsbury’s, Levi’s and Virgin Atlantic. Prior to this, whilst working at Cablato, Alasdair specialised in producing personalised content campaigns  for brands such as John Lewis & adidas. 

Verra Budimlija, chief strategy officer, Wavemaker explained, “Alasdair is a fantastic addition to the Wavemaker team; his experience and knowledge of the addressable market is second to none. Not only will he be paramount in helping us continue to expand and refine our cross-channel addressable capabilities, he will also ensure we are leveraging innovation, insight and expertise to bring about transformational growth for our clients."

Oli Saunders, global head of addressability & DCO, Wavemaker added, “Alasdair is an exceptionally accomplished Addressable professional. He brings deep specialism in the application of innovative data-led solutions to solve client business challenges, as well as advanced personalised creative and digital media expertise. This unique skill set enables us to bring the transformative power of GroupM’s Addressable Content Practice to our illustrious UK clients.”

Alasdair Pearmund, head of addressable, Wavemaker said, “With continuous innovation and the ability to leverage data and insight to authentically connect brands with individual customers, the addressable market is really coming into its own. It’s an exciting time to be joining Wavemaker as Head of Addressable, and I look forward to harnessing the team’s expertise to generate content opportunities that capture the attention of the consumer, provoking exponential growth for our dynamic client roster.”