Amplified Names Industry Veteran Barry Cupples as newest Board member
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With decades of global expertise, Cupples joins Amplified as Advisor to board – focussing on enterprise growth alongside EVP of Global Partnerships, Alex Khan
With decades of global expertise, Cupples joins Amplified as Advisor to board – focussing on enterprise growth alongside EVP of Global Partnerships, Alex Khan
Adelaide, London & New York, 20 November 2024 – Amplified, the most trusted source for accurate attention measurement, today announces the appointment of industry stalwart, Barry Cupples as Advisor to its Board and the Enterprise Sales team.
With over 30 years of experience in the industry, Cupples’ rich career in media and advertising makes him a valuable asset in driving the momentum of the company’s mission to transform the standards of modern media measurement by accurately benchmarking real human attention. He brings with him extensive media and management expertise and has worked across a multi-billion dollar client investment portfolio, building lasting global partnerships.
Cupples’ professional trajectory includes his time as CEO of Talon Outdoor, where he propelled the company to the forefront of out-of-home advertising innovation. Prior to this, he spent 25 years in global executive roles at Omnicom Media Group, including as CEO Asia-Pacific, CEO Eastern Europe and Global Investment CEO, overseeing investments and client engagement across multiple regions. During his tenure at OMG, he played a hands-on role in the creation of some of the group’s award-winning media brands; including OMD, PHD, M2M and Hearts and Science.
As Advisor, Cupples will work closely with Alex Khan, EVP of Global Partnerships, to guide the enterprise sales and partnerships team. His wealth of experience in media strategy and client relations will support Amplified Intelligence to scale its presence and drive customer growth in the sector, looking to build on its $6 million funding round earlier this year.
Speaking on his new role, Barry Cupples commented: “I am really excited to be joining Amplified, supporting the team and especially Dr Karen-Nelson Field — who has proven herself to be a force to be reckoned with when it comes to defining the standards within a maturing attention industry. Working alongside the Executive Team, primarily Alex Khan and Anneliese Urquhart, I hope to grow and strengthen new markets while helping maximise the impact of Amplified’s solutions in a rapidly evolving media landscape. This metric is critical in being able to rewrite the value equation for broadcast, thanks to its rich and powerful data capability.
Alex Khan, EVP of Global Partnerships at Amplified, added: “Barry’s expertise in both traditional and digital media comes at the perfect time to give a boost to our sales team as we continue to scale and prove the value of attention as a definitive yardstick for media effectiveness across international markets. This year’s funding boost is a sign of the exponential pace of our growth, and Barry’s insights and experience will be instrumental as we continue to expand globally.”
ENDS
About Amplified
Amplified is a global leader in the research and measurement of 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.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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