MarTech360 Weekly Roundup: Agency Leadership Moves and the Shift Towards Curated Programmatic Advertising

This week’s marketing industry updates highlight continued investment in agency leadership, enterprise revenue execution and media strategy. Appointments at Jellyfish and tmp add to the talent shaping client services, while Seismic and SAP strengthen senior leadership across revenue and corporate marketing. The featured article examines a broader shift in digital advertising: moving beyond volume-driven open-market buying towards curated inventory, stronger audience signals and greater supply-chain transparency.

Three Developments Worth Watching

1. Agency leadership is evolving: Jellyfish and tmp are adding senior client and regional leadership as agencies respond to increasingly integrated marketing demands.

2. Revenue execution remains a priority: Seismic’s CRO appointment reinforces the importance of connecting AI, sales enablement and measurable commercial performance.

3. Media buying is becoming more selective: Programmatic curation offers advertisers greater control over inventory quality, audience signals and supply paths.

4 Marketing Technology News Stories

1. Jellyfish Appoints Tara Hughes as Regional Director, Netherlands

Jellyfish has announced a regional leadership appointment in the Netherlands. The article headline identifies Tara Hughes as the new Regional Director, although its body text refers to Aimee Langham and a Vice President, Media Strategy appointment, creating an apparent discrepancy in the published report.

The inconsistency makes the precise appointment details difficult to confirm. More broadly, regional leadership remains important for global agencies balancing consistent service delivery with local market knowledge. Clear communication around executive changes is equally important for clients and industry stakeholders tracking agency capabilities and leadership structures.

2. tmp Appoints Olivia Adams-Wright as Account Director

B2B marketing agency tmp has appointed Olivia Adams-Wright as Account Director, strengthening its client leadership team. The role involves coordinating internal teams, managing client relationships and aligning marketing initiatives with business objectives. The announcement does not detail her previous experience or specific client responsibilities.

As B2B marketing becomes more integrated across brand, media and demand generation, account leadership is increasingly central to connecting strategy with execution. Agencies will need professionals who can translate complex client requirements into coordinated campaigns while maintaining accountability for delivery and measurable business outcomes.

3. Seismic Appoints Global Sales Leader David Laker as Chief Revenue Officer

Seismic has appointed David Laker as Chief Revenue Officer, succeeding Hayden Stafford, who will remain as a strategic advisor. Laker brings more than three decades of enterprise go-to-market experience, including senior commercial roles at Guidewire, Oracle, Salesforce and SAP. He will lead Seismic’s global revenue organisation.

The appointment comes as businesses seek stronger returns from sales enablement and AI-powered revenue tools. Seismic’s focus will be on translating technology, customer intelligence and seller expertise into measurable improvements in revenue execution. The leadership transition also follows the company’s merger with Highspot, placing integration and growth among its important priorities.

4. SAP Appoints Anita Marsh as SVP, Global Corporate Segment Marketing

SAP has appointed Anita Marsh as Senior Vice President, Global Corporate Segment Marketing. Her role places her at the centre of the company’s corporate segment marketing strategy, with priorities including business growth, customer success and people development.

The appointment reflects the strategic importance of aligning enterprise marketing with commercial performance. As technology buyers navigate increasingly complex purchasing decisions, global marketing teams must connect customer insight, consistent messaging and regional execution. Leadership that can bring these elements together will be important to building stronger customer relationships and supporting long-term growth.

MarTech360 Featured Article

Programmatic Curation in Advertising

Programmatic curation is reshaping open-market advertising by packaging premium publisher inventory, audience intelligence and supply-side technology into more controlled buying opportunities. The article examines how curated marketplaces can improve transparency, inventory quality and targeting in a privacy-conscious environment, while outlining implementation strategies and the importance of validating performance, costs and data governance.

MarTech360 Weekly Observations

This week’s stories reflect two connected shifts in marketing: the need for stronger leadership across agency and enterprise teams, and the growing demand for accountability in media investment. As programmatic curation gains traction, advertisers are being encouraged to assess the quality and transparency of impressions rather than prioritise reach alone. For agencies, the challenge is to combine specialist expertise with integrated delivery and measurable outcomes. The next phase of marketing effectiveness will depend on how well organisations connect people, data, technology and trusted media environments.