At Ebiquity, a new role signals marketing’s shift from metrics to meaning

In January, Nick Pugh will take on a new role at Ebiquity, one that quietly reflects how unsettled the business of marketing has become.

He will become the media management firm’s chief marketing effectiveness officer, assuming a global remit after several years as U.K. managing director and later overseeing Ebiquity’s EMEA markets. His latest move pulls him away from general management and back toward a discipline that, until recently, sat at the edges of marketing organizations. Now, it’s moving closer to the center.  

In practical terms, Pugh’s job is about tapping into that shift. His focus will be on helping advertisers decide earlier what success could look like and which signals should actually guide decisions. That means stress-testing channels for incrementality, shrinking bloated metric frameworks into tighter scorecards tied to business outcomes and comparing performance across markets to shape future spend. A growing share of that will land in the U.S. where Ebiquity is looking to expand its effectiveness business and where advertisers are confronting the same measurement problems — just at a much larger scale. 

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