NP Digital Appoints Canvas Worldwide, iProspect Execs To Strategic Roles Amid Rapid Expansion

Performance marketing agency NP Digital made two strategic new hires recently, as the company continues to grow. 

The company grew more than 13,259% in the past four years, and 700% in the past three.

This year, NP Digital CEO Mike Gullaksen expects the company will experience approximately 110% growth year-over-year, reaching about $70 million in revenue.

“We have more than doubled our team to approximately 450 employees globally,” he says. 

The growth comes from wants that have transformed into needs, he says.

Advertisers want to work with agencies not encumbered by profitability pressures by investors or shareholders. They want to work with an agency that can be nimble and fast moving, and analyze their business strategy to produce business outcomes based on metrics. 

Gullaksen also says he has seen a shift in paid search or display request for proposals to full digital media requests for proposals. While the trend began a couple years ago, it is becoming a typical strategy.

“I think it’s an effect of client organizations becoming less siloed,” he says.

One strategic move announced earlier this month is Nancy Adzentoivich’s appointment to vice president of strategy at NP Digital.

Adzentoivich comes to NP Digital from Canvas Worldwide, where she served as the vice president of search and social media.

There she managed a team of more than 30 and oversaw more than $100 million in annual media budget for Fortune 100 Brands in automotive, consumer product goods, entertainment, beverage, and financial verticals.

“There’s been a huge momentum in paid media clients and RFPs,” Adzentoivich said. “Paid media has always been a core component of NP Digital, but the growth as a result of the pandemic and the increase need for brands to increase their digital strategy required a new focus in paid and performance.”

Reinventing how to communicate with consumers has been one of the biggest challenges for brands during a time when some customers hesitate to walk into stores, she said. Consumers with little experience in buying online have become more comfortable.  

At NP Digital, Adzentoivich will lead global strategic initiatives and growth strategies to support clients and drive short- and long-term growth. She comes with expertise building cross-channel teams and digital marketing strategies for global 1,000 brands.

NP Digital also expanded into Australia, appointing former iProspect Dentsu executive Dan Kalinski to president of NP Digital Australia.

Kalinski brings more than 20 years of agency and client experience. He will lead regional growth and meet increasing demand from Australian businesses.

Prior to joining NP Digital, Kalinski served as CEO of iProspect and Dentsu’s integrated performance division in Australia and most recently Canada.

He has extensive experience in overseeing the expansion of agency teams across the UK, Australia, and Canada, and has worked for brands such as NAB, HSBC, Hollard, Woolworths, Holden, Microsoft, Hermes, and Australia Post.

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