ADELAIDE, SINGAPORE, LONDON – January 25, 2022 – Global attention measurement platform Amplified today announced Unilever’s outgoing VP of Global Media David Porter is joining the company as an advisor.

A leading figure within the media industry for more than 30 years, Porter will take an active role in the company’s advisory board, where his proven track record on both the agency and brand side will be crucial in driving Amplified's growth around the world.

The media ad veteran, who also holds the position of VP, APAC at the World Federation of Advertisers (WFA), brings with him a wealth of knowledge and expertise to the role.

Porter, who recently announced he is stepping down from his current role after 5 years, has been at the FMCG giant for over a decade. During that time he has held several senior roles, including Media Director in North Asia.

Prior to joining Unilever, he spent almost seven years in Asia-Pacific with Mindshare, where he managed the agency’s relationship with Unilever across the region, and 25 years working for various UK agencies, including nine years at MediaCom London. He also chairs the Mobile Marketing Association in APAC and is a member of the APAC Effies Council.

Amplified's and founder Karen Nelson-Field said: “I’m absolutely delighted that someone of David’s incredible experience, know-how and clout within the industry is joining Amplified. He’s been an influential figure within the media ad industry for over three decades and at the forefront of driving real change across Adland.

“As we continue to lead the way in changing the ad landscape for the better – making attention the gold standard for ad success – having one of the industry’s most influential and passionate media reformers to help drive us forward will be invaluable as we scale our industry-leading solutions around the world.”

Porter, who is based in Singapore, said: “Amplified's work is a game-changer for marketers who want to get to the truth. I have huge respect for Karen’s body of work and am energised by the chance to be a part of reshaping the way we measure communications effectiveness. Amplified will help us get to the truth.”

Porter joins at an exciting time for the Adelaide-based company, with its suite of human attention-based products generating significant interest from agency holding companies and global brands, including OMD, WPP, Shell, Mars, Pepsi, Twitter, Facebook and Spotify.

Powered by its AI-powered attention-tracking technology and the most comprehensive database of attention to advertising across digital and TV, Amplified’s solutions provide advertisers with a more accurate picture of how much attention their campaigns are actually generating — helping them to maximise their media spend, drive better campaign outcomes and minimise wastage.

Amplified, which recently announced it has closed a post-seed funding round of $3M AUD ($2.2M USD) led by TEN13, is on a mission to change the way media is traded, replacing legacy metrics such as viewability and traditional opportunity-to-see (OTS) with tools that measure exactly how effectively ad placements across different media drive real active human attention.  

Want to dive deeper? Explore how our attention platform helps you optimise media spend and validate in-flight campaign performance, or learn how our research services help reveal what creative really captures attention.