The move marks the company’s continued commitment to transformation and strategic growth, with former CEO Karen Nelson-Field continuing in the role of Founder
Adelaide, London & New York, 10 December 2024 – Amplified Intelligence, the most trusted source for accurate attention measurement, today announces the appointment of Anneliese Urquhart as Chief Executive Officer (CEO).
In a planned leadership transition, Urquhart will take the reins from Karen Nelson-Field, the visionary founder of the company, who will continue to play a significant strategic and research role for the business. Together, the leadership duo will work to further the company’s growth and positioning real human attention as the definitive metric within the modern measurement framework.
As CEO, Urquhart will be responsible for spearheading the company’s operations and day-to-day business objectives whilst Nelson-Field, a globally respected author and academic, will drive the business forward through research, category leadership and product innovation. Urquhart joined Amplified Intelligence as Chief Product Officer in 2022, and previously held roles at Xero, and Education Horizons – an edtech solutions company providing software for schools in more than 60 countries across Australia, Europe, Asia, and Africa.
Under Urquhart and Nelson-Field’s leadership, Amplified Intelligence remains committed to redefining and standardising the attention economy, providing its clients and brand partners with granular attention datasets that will optimise media buying and ad spend, and enable the delivery of high-performance campaigns.
Anneliese Urquhart, CEO of Amplified Intelligence, commented: “I’ve had the privilege of leading Amplified Intelligence’s product strategy and operations since 2022. Under Karen’s leadership, I have watched the business grow to become a leader in the attention measurement ecosystem, and I am looking forward to helping drive this evolution further. As CEO, my priority is to lead with a clear vision: deliver products that improve the financial performance of marketing spend. This is 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. Over 70% of ad spend is wasted on media that just isn’t seen, or isn’t seen enough. Our products help the ad industry understand where to spend in order to be seen by the most people, so advertising can be as effective as possible.“
Karen Nelson-Field, Founder of Amplified Intelligence, said: “I’m delighted to hand over the reins of Amplified Intelligence to Anneliese’s capable hands. Together, we will direct the future of the company by consolidating our knowledge of the attention economy, strong industry relationships, and a shared passion for building something that stands for innovation and effectiveness. Having seen her excel as CPO and COO, I’m thrilled to watch her continued growth as the CEO of the company especially as we guide Amplified Intelligence towards greater heights and strengthen our position in the industry. I also look forward to propelling the company’s mission by further refining my work on the standardisation and commercialisation of attention data.”
This appointment builds on the company’s recent $6 million funding round earlier this year and the appointment of industry veteran Barry Cupples as Advisor to the Board in a strategic move to strengthen its presence across key markets.
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About Amplified Intelligence
Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.