To Service And Accelerate 'New Economy' Brands, Wavemaker Taps Reprise's Finelli As Commerce Strategy Lead

GroupM's Wavemaker, which has had a run of new business from new economy brands such as Coinbase and DoorDash, has hired commerce strategy expert Briana Finelli to ramp up the agency's strategic offering in the rapidly evolving sector.

Finelli -- who joins from director of ecommerce media at IPG Mediabrands' Reprise Digital unit -- will serve as group director-commerce strategy practice lead, reporting to Wavemaker US. Chief Strategy Officer Dennis Potgraven.

In addition to its publicly announced new business wins, Wavemaker consults with outside venture capital and private equity firms launching new ecommerce brands, and Finelli fills a vital emerging role for the agency. She succeeds Samantha Bukowski, who was recently promoted to parent GroupM's head of global commerce strategy and operations.

“Retail media isn’t just growing—it’s booming," Finelli stated, adding: "There is a growing need for agency partners that can not only navigate the space but break new ground and innovate from within it. I’ve committed my career to challenging the status quo in retail media. I’m excited to be joining an agency with a record of success challenging the norms and a proven interest in helping clients raise the bar for short-term success and long-term growth.”    

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