GroupM, the world’s largest media investment group, today announces Team Arrow Partners, an innovative new agency that combines best in class analytics with creative media thinking in an agile, collaborative team that moves at the speed of retail. The bespoke team will support Target and serve as the bedrock of an innovative and world-class media agency in Minneapolis. Team Arrow is a new generation agency where technology, strategy and creativity drive market-changing ideas and results.
“With roots in Minneapolis and the impressive resources of GroupM, the formation of Team Arrow brings together the incredible expertise needed to fuse analytics, insights and creativity to drive Target’s business forward,” said Kristi Argyilan, senior vice president of media and guest engagement, Target.
Jason Harrison has been named CEO of Team Arrow Partners. He was most recently the founding CEO of GroupM’s Gain Theory, a global marketing foresight consultancy launched in 2015 to help advertisers leverage data and insights in marketing decisions. Prior to that, he held senior-level data, technology and consulting roles at GroupM’s Maxus, IPG’s Mediabrands, Johnson & Johnson, and Ernst & Young.
“Jason is the best person to bring together the insights, technology and talent to support Target’s marketing strategies,” said Brian Lesser, CEO, GroupM North America. “Jason and Team Arrow will deliver a new approach to media planning and activation that will help Target bring its iconic marketing moments to life.”
Also joining Team Arrow as Chief Client Officer is Nicole Pomerleau, who was most recently Media Director at Colle & McVoy. Her passion for ideas and modern media has taken her from Minneapolis to San Francisco to London, working for Fallon, MediaCom, Grey Worldwide, Universal McCann and Foote Cone & Belding.
Pomerleau was responsible for rebuilding the Colle & McVoy media department, which more than doubled in size through organic client growth and new business during her tenure. Her team won multiple industry awards, including the O’Toole Award for Media Excellence and the MediaPost Creative Media Award.
“Nicole is a matchmaker between brands, media platforms and audiences and she shares GroupM’s vision for building a new agency model,” said Harrison. “She is an admired leader in the Minneapolis advertising community, and with her on our team, we look forward to attracting Minneapolis’ best and brightest talent to Team Arrow.”
“Data and creativity are often seen as opposing forces, but we are building an agency of the future to prove that wrong,” said Pomerleau. “We believe the right talent, armed with the power of technology and analytics, fuels bigger ideas and better results. We’re grateful to Target for this incredible opportunity.”
Team Arrow will employ more than 30 people in Minneapolis in areas including strategy, media planning, digital and analytics. The agency will also tap into GroupM’s expertise and resources in New York, San Francisco, Los Angeles, Boston and Detroit.
GroupM is the leading global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, and Essence, as well as the programmatic digital media platform, Xaxis, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people.