SwellShark named David Tucker as head of strategy, where he will work with each client's creative agency to ensure that the media strategy is informed by the brand strategy and creative choices are
informed by data and insights. Tucker joins the agency from UM, where he served as vice president, global intelligence director and director of strategy, leading global research and insights for UM
clients such as Sony, Hershey's, and Brown-Forman. In addition, he was strategy director for the Sony Corporation of America account, focusing on data-driven, addressable and programmatically bought
media. Prior to UM, Tucker worked at McCann Worldgroup, where he helped found and serve as vice president, deputy director for McCann Truth Central, the agency's global thought leadership and research
unit. "David's rapid rise through the ranks is no surprise to any colleague or client who has worked with him and seen his strategic prowess firsthand," said Nick Pappas, CEO of SwellShark. "His
extensive background in research and analysis, deep understanding of the media landscape and almost innate sense for how to combine the two has quickly made him a rising star in the industry and a
strategic asset for us and our clients alike." Added Tucker: "Having worked on both the creative and media sides, I am really excited to join an agency that emphasizes a harmonization of the planning
process between the two disciplines."