Angela Tangas appointed new Global Oliver CEO and Brandtech Chief Strategy Officer

Former Dentsu UK & Ireland Group CEO Tangas takes the global helm at Oliver as Simon Martin steps up to Chair role

New York, 09.00 July 8, 2025: Angela Tangas has been appointed the new Global CEO of Oliver, the Brandtech Group’s in-housing market leader. The former Dentsu UK Group CEO will also serve as Brandtech’s first Chief Strategy Officer. The appointment comes as Oliver founder and Global CEO Simon Martin moves into a new role as Chair of the company.

Brandtech founder and CEO David Jones says: “Our founding vision 10 years ago was that you could do all marketing better, faster and cheaper using technology and AI. Most people didn’t understand what we meant back then but Gen AI has made that vision a reality and is creating a tectonic disruption in the world of marketing. We’ve seen over the last three years that the inside model is best for scaled deployment of Gen AI and we believe that every major brand will be able to save 30-50% off their content creation costs while creating content better and faster. Angela is going to obsessively focus on helping our clients drive their transformation to Gen AI-first marketing using Oliver’s unique model, which is the perfect combination of the best Talent and the best Technology platform in Pencil.”

Jones added: “Simon’s a brilliant entrepreneur and he’s been a great partner. Oliver has grown exponentially since joining Brandtech, more than tripling in size. Gen AI has put the inside model on steroids and we’re delighted Simon will be on hand to advise Angela as the company enters its next phase of exponential growth.”

Tangas starts on September 1 at an exciting moment for Oliver, as the company is meeting a huge increase in client demand for in-housing as brands have realized Gen AI is far too important to outsource to external agencies, and, moreover, is much more efficiently deployed at scale through in-house AI content studios and workflows.

Tangas served at Dentsu for seven years, latterly as UK & Ireland Group CEO, and prior to that held several executive and senior leadership roles in digital marketing and product innovation. She is also on the board of FareShare UK, the UK’s national network of charitable food redistributors.

As Brandtech’s Chief Strategy Officer, her focus will be on accelerating the Group’s leadership in Gen AI, building on Brandtech’s current position as market leader, having been founded in 2015 with a mission to make all marketing better, faster and cheaper using technology. Its end-to-end Gen AI marketing platform Pencil, has made more than 2 million ads across 5,000 brands since 2018, and in Q1 this year, made 235,000 Gen AI assets for 3 of the world’s top 10 Largest Global Advertisers, which on average were produced 62% faster, 55% more cheaply and with a 40% performance uplift.

An acknowledged leader in Gen AI implementation, Brandtech is the ANA’s sole AI & Data Partner and the WFA’s sole AI & Technology Strategic Partner. The company has been recognized three times by Fast Company as one of the World’s Most Innovative Companies, the only Gen AI marketing company to be honored.

Angela Tangas said: “I’m absolutely delighted to join the Brandtech Group at such a defining moment for brands, business and the global marketing services ecosystem. Everyone knows how far ahead Brandtech is in Gen AI, and with the strength of Oliver’s proven model, it’s a powerful combination to enhance brand and business value at lower risk. Successful augmentation of Gen AI, tech and talent across workflows and operating systems is essential for every company to achieve maximised performance, continued growth and competitiveness in a highly dynamic and evolving consumer and trade environment, where transforming isn’t easy.

[Brandtech and Oliver have proven they are perfectly placed and positioned to address each of these elements at scale, with tangible business impact, and in doing so, helping brands and business preserve and build IP, whilst enhancing brand equity]

Simon has done a phenomenal job scaling Oliver and with his continued championship and support, I look forward to partnering with David and the world class Oliver team, clients and partners to propel the future of creativity and marketing services in ways that continue to differentiate brand, culture and customer experience.”

At the same time, Brandtech Partners Emma Cookson and Daniel Floyed are being promoted into the newly created Joint Chief Client Officer roles, reporting into founder & CEO David Jones. In this new role, they will be focused on helping Brandtech’s top 40 clients transition to AI-first marketing and obsessively looking at helping them deliver scaled Gen AI solutions. Brandtech now works with 8 of the Top 10 World’s Largest Advertisers and 60 of the Top 100.

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