dentsu International Welcomes Keith Camoosa as First Chief Addressability Officer

dentsu International announced today the appointment of Keith Camoosa as chief addressability officer, dentsu Media Americas — a first of its kind role for its network of agencies and the media industry at large.  

The addition of a chief addressability officer is a demonstration of dentsu’s long leadership in identity and people-based marketing. To prepare clients for a fully addressable world along with the demise of third-party cookies, Keith will unify and further develop dentsu’s addressable media practice and suite of products — powered by M1 and Merkury in lockstep with Merkle.  

In this new role, Keith will drive proficiency across dentsu’s agencies to ensure each are coordinated in delivering on an addressable future for clients. He will work to find innovative ways in building infrastructure to connect first-party data to supply sources. He will also partner closely with Merkle and dentsu product leaders to elevate existing solutions like M1’s Publisher Addressable Marketplace, DELTA (Data Enabled Linear TV Activation), and dentsu’s contextual engine. Keith, along with a team of consultants and operational leaders, will work hand-in-hand with client teams to take advantage of knowing people better than anyone else. He will report to Doug Rozen, CEO, dentsu Media - Americas. 

Doug Rozen said: “Similar to early digital pioneers, addressability needs to become core to everything we do. Introducing the first chief addressability officer propels dentsu’s leadership forward as all media becomes addressable media. Keith’s incredible understanding of the benefits of data-driven marketing and identity solutions will give our clients and our people a competitive, future-proofing advantage. From steering the industry towards a privacy-forward world to exponential growth in matching identity with inventory, Keith will lead us to a new media landscape, like never before.” 

Keith has a diverse background developing and leading marketing technology, consumer insights, and data science functions on both the agency and marketer side. Keith most recently served as the global chief data and analytics officer at Initiative. Before that, Keith was SVP, data insights and operations at WarnerMedia, where he modernised Warner Brothers' marketing technology capabilities and led the development of the data infrastructure for the launch of HBO Max.  He also held senior insights and analytics roles at IPG Mediabrands, TNS, and Yahoo!.  

On joining dentsu, Keith said: “Dentsu’s client-first organizational structure, forward-thinking experts, and extensive people-based and identity capabilities are the required and right ingredients to unlock the addressable future. I'm looking forward to helping clients market their products smarter, better, and more efficiently leveraging new experiences, building stronger brand equities, and delivering greater customer value.”