Former Deloitte Digital MD takes the helm for in-housing company’s next big steps
Filter, a Merkle Company and top in-house marketing partner to leading global brands, announced the appointment of Todd Paris as CEO. This pivotal hire follows a transformational period focused on scaling and re-shaping the 30-year-old company, which led to Filter’s acquisition by Merkle in January 2019.
Paris brings nearly 30 years of industry experience as a service and product focused leader, having worked for global digital brands such as Microsoft, KPMG Consulting, and Sapient. He joined Filter in August 2020 from Deloitte Digital, where he held the role of managing director in charge of the firm’s Advertising Technology and Insights practice. In his role, Paris led innovation at the intersection of cloud and programmatic technology platforms to enable brands to in-house and operationalize their digital media capabilities.
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“It’s a perfect time to join Filter and Merkle, as brands focus on driving media effectiveness and efficiency,” said Paris. “Given the accelerating trend of brands taking ownership of their marketing capabilities, one of the key challenges they face is onboarding the right talent into adaptive operating models. The power of Merkle’s people-based customer experience vision, combined with Filter’s cross-media expertise and agile deployment models enable brands to own their own data, drive new insights, and deliver deeply personalized customer experiences .”
Paris will report to Craig Dempster, global CEO of Merkle. “Todd brings a great deal of experience and insight to help advance Filter’s value as an in-housing partner to leading brands,” said Dempster. “He’s also a strong, visionary leader and will play a key role not only in guiding Filter, but in the future of Merkle as a global leader in experience transformation.”
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Paris’s appointment comes at a time of major disruption in marketing, one that has prompted CMOs to recalibrate their operations and sourcing strategies. While 78 percent of brands are now in-housing some or all of their programmatic and other marketing capabilities, many of them also rely on agency services to complete the mix. “The most nimble and adaptive brands don’t consider in-housing as an either-or solution,” said Paris. “They use a hybrid model to future-proof their strategy and act with maximum speed, efficiency, and impact. Together, Filter and Merkle are ideally positioned to support those ambitions.”
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