FCB today announced that Tina Allan has been promoted to Global Chief Data & Intelligence Officer, elevating her role from Global Partner, Data Science & Connections. She remains on the agency’s global leadership team reporting to Global CEO Tyler Turnbull and Global Chair & Chief Creative Officer Susan Credle.
Tina joined FCB in May 2021 from BBDO New York to supercharge FCB’s investment in data and technology and to lead the agency’s creative data specialty FCB/SIX. FCB’s recent strong performance has been powered by its strategy of incorporating data-informed audience-led thinking into its creative offering.
Under Tina’s leadership, FCB/SIX has won over 50 new data and performance assignments. She has also made several key hires in high-growth markets to help spearhead the integration of FCB/SIX into FCB’s offices globally and has grown the offering to more than 400 experts worldwide. The impact of audience-first, data-driven creativity has helped FCB around the world win new business from brands including SKODA, Stellantis and Quickbooks. Tina has also driven FCB/SIX’s global expansion into new markets including Brazil, India, New Zealand and the United Kingdom and enhanced the existing capabilities in Chicago, Montreal, New York and Toronto.
Tyler Turnbull, Global CEO of FCB, said: “In her two and a half years at FCB, Tina has over-delivered on her remit and embedded data, platforms and performance across everything we do. She is a critical partner in helping to push our clients to embrace creativity and innovation and is pursuing an aggressive global expansion plan to help our clients around the world activate their data, performance media and customer experience in ways that deliver immediate results for their businesses.”
Tina’s leadership and expertise in emerging areas has been recognized by FCB parent company IPG, which has appointed Tina to several new data initiatives including IPG’s Data Council, Commerce Council and Unilever’s Global Council. Most recently, Tina helped launch IPG’s groundbreaking identity resolution application Real ID, which, in partnership with Acxiom, seamlessly integrates into a brand’s secure cloud ecosystem to accelerate growth for IPG clients in a post-cookie era. Tina also sits on FCB’s Global Creative Council.
“Tina plays an integral role in our mission to deliver timely work for clients that drives business in the short term while building timeless brand value in the long term,” said Susan Credle. “Her passion for creativity is as strong as her obsession with data and technology, making her a critical driver of our agency’s continued success.”
Tina added: “Our mantra at FCB is ‘creativity fueled by diversity, data and technology.’ This is an agency that actually walks the walk, delivering work time and again that seamlessly integrates bold creative ideas with the knowledge of how and when and where to deliver them. I’m so proud of what this team has accomplished so far and am excited to accelerate our clients’ businesses even further as we continue to help them win.”
Tina is also spearheading an industry-leading approach to marketing technology through a partnership with Salesforce that provides training and certifications for its people around the world, making FCB a premier destination for clients looking to activate full funnel experiences.