SYDNEY – Bienalto, a Wunderman company, has announced the appointment of Gareth Mair and Gui Bassanelli as associate directors, effective immediately. Both report to Hurol Inan, managing director, Bienalto, and bring rich experience in digital platforms, cross-channel marketing and analytics.
Mair will support senior clients in the retail space, helping them to put data to work to deliver more effective campaigns to customers, while Bassanelli will be responsible for kicking off the Bienalto business in Brisbane, Queensland, with a focus on technology.
“We are incredibly excited about having Gareth and Gui on board. Our clients will gain much from their insights and experience, particularly in the areas of cross-media optimization and analytics,” said Hurol Inan.
Gareth Mair: Enabling clients to monetise data and insights
Gareth Mair comes to Bienalto from Nielsen, where he was a client business partner for large digital agency, publisher and advertising clients. Using Nielsen’s array of audience measurement and analytics tools, he captured consumer insights and made astute recommendations on how to retain and grow customer bases.
“Our focus is to help clients monetize data and insights; that is, turn analytics into new business opportunities,” said Mair. According to Mair, many of these opportunities lie in leveraging the marketing cloud to help achieve better return on investment from cross-platform marketing.
“In the past five years, we have seen digital mature to the point that it’s very much part of our lives – it’s in everything from how we communicate and entertain ourselves, to how we find information and purchase goods and services. Hand-in-hand with this maturation is a growing spend in digital advertising, both as a stand-alone channel but more frequently supporting traditional media,” Mair continued. “Using digital technologies, we now have the ability to fill in the missing link between media exposure and purchase using data and analytics to provide actionable business insights.”
Gui Bassanelli: Personalization is key
Gui Bassanelli, who previously worked at Ipsos Media CT, specializes in studying cross-media consumer behavior – looking at how customers behave across different platforms to find ways to streamline and improve the user experience. He brings rich experience in how to optimize cross-platform campaigns using technology and data insights. 
“To me, examples like Tesco in the UK – which has set up a system whereby customers can build a shopping list while waiting at the Underground, and then pick up their prepacked shopping on the way home – really define the way forward with technology. It’s a beautiful example of how to use technology to ease stressful lives and give more time back to consumers,” said Bassanelli.
And it’s a nod to the changing way that people are shopping these days, Bassanelli believes. “The online retail experience must be deeply personalized, to help individual consumers find what they’re looking for, fast – so they can then get on with their lives.”
