New CEO at Amplified Intelligence

Attention measurement pioneer Amplified Intelligence has appointed Anneliese Urquhart as CEO, taking over the role from founder Karen Nelson-Field. The two will work together to grow the company.

Founded in 2017 by Nelson-Field, the company uses proprietary research methods, AI-powered tech and a media planning platform to help brands and agencies run more efficient, impactful, and successful ad campaigns, promoting the importance of attention as 'the most valuable and important indicator of ad success'. It recently secured $6m in funding and appointed industry veteran Barry Cupples as an Advisor to its Board.

Amplified says the CEO transition has been planned and that author and academic Nelson-Field will continue to play 'a significant strategic and research role' in the business. Urquhart (pictured), who joined in 2022 as Chief Product Officer (CPO), will now lead the company's operations and day-to-day business objectives while Nelson-Field will focus on driving the business 'through research, category leadership and product innovation'.

Prior to joining Amplified, Urquhart held roles at Xero, and at schools software company Education Horizons.

Urquhart says her priority as CEO is 'to lead with a clear vision: deliver products that improve the financial performance of marketing spend... a really significant problem to solve in today's economic climate, as more and more budgets are under pressure to deliver the same or better outcomes with a reduced spend'. Nelson-Field says of the appointment: 'I'm delighted to hand over the reins of Amplified Intelligence to Anneliese's capable hands... Having seen her excel as CPO and COO, I'm thrilled to watch her continued growth as the CEO of the company'. She adds: 'I also look forward to propelling the company's mission by further refining my work on the standardisation and commercialisation of attention data'.

Web site: www.amplifiedintelligence.com.au .