The Adweek Media All Star and Former Havas, Anagram, and Hill Holliday Exec will co-lead Mediastruction as Partner and Chief Development Architect, alongside founder and CEO Marilois Snowman

Mediastruction, the top independent media agency for mid-market brands, announced that veteran executive Jenna Umbrianna will now lead the data-first organization alongside founder and CEO Marilois Snowman. Umbrianna first joined the agency in 2020 as Chief Development Architect to drive its solution strategy, architecture, and corporate growth initiatives. Her new title is Partner and Chief Development Architect.

Clients like Alltown Fresh, Iron Mountain and Ocean State Job Lot depend on Mediastruction’s smart media buying and planning solutions to transition advertising from an expense into a high return investment. Mediastruction also has strong relationships with many top creative agencies.

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Umbrianna previously held key leadership roles at Hill Holliday, Havas and Anagram and was designated a Media All Star by AdWeek. The publication described her as “a force for innovation throughout her career.” Umbrianna has been creating business units around emerging adtech capabilities since the first self-service buying platforms emerged in the late 2000s. She also launched one of the industry’s very first programmatic trading desks and led a major transformation that doubled the size of that agency’s business.

During Umbrianna’s initial tenure at Mediastruction, she helped to integrate machine-learning across the agency’s solution offerings to make it easier for mid-market brands to harness the power of the smartest media solutions and drive growth. Additionally, despite the pandemic, she helped increase agency revenue by 45% as she played a significant role in helping Mediastruction to add many new CPG, education, financial service, QSR and retail clients to its roster. Today, Mediastruction’s average client engagement tenure has reached 5 years. Many clients have been with the company since its founding, and 90% of its clients commit to multi-year agency of record (AOR) agreements.

Snowman expects the agency’s growth to continue to spike this year as the first two quarters of 2021 were its strongest to-date. She attributes the growth to a burgeoning understanding that mid-market brands can do more with data-first media solutions than they ever thought possible. Snowman is also excited that Umbrianna has agreed to co-lead the agency.

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“At this stage of our lifecycle, Mediastruction and our clients are enjoying rapid growth and need additional leadership to ensure that we fully capitalize on the massive opportunities ahead,” said Snowman. “Jenna is a digital pioneer and I’ve recognized her brilliance since the day we met. I’m especially delighted she shares Mediastruction’s values of creativity and compassion. We are honored and grateful she has joined.”

Umbrianna was initially attracted to Mediastruction because of the agency’s commitment to bringing world-class insights, media and measurement solutions to the mid-market — a segment that, until Mediastruction emerged, was grossly underserved.

“I have seen the tools, tech and top talent that many agencies, agency holding companies, and ad tech solutions offer, and the minimums they charge. The prices continue to escalate and are, generally, unaffordable for mid-size marketers. Mediastruction brings high caliber offerings to mid-size brands, in an approachable, reimagined way — which allows them to punch above their weight class,” said Umbrianna. “The fact that Mediastruction is a certified woman-owned business run by the smartest media executive I know cemented my decision to join Mediastruction. Marilois and I share a similar vision and are extremely invested in cultivating a team and culture that fosters phenomenal client success.”