Oleg Korenfeld has been named president of Troika Media Group (TMG), the global marketing services company announced on Wednesday.

Korenfeld, who served as global chief platforms officer at Wavemaker, will introduce data and technology into TMG’s core offerings while expanding its overall products and services.

“Data and technology transformed the way media is planned and bought across all channels,” Korenfeld said in a statement. “I believe the same transformation must happen on the creative side. Data and technology has to be an integral part of personalized, scalable and measurable communication strategy. We must let data and technology help tell the story.”

“We see Oleg Korenfeld as a transformative hire for the company,” Bob Machinist, TMG chairman and CEO, said in a statement. “His broad experience and skills will help TMG achieve its commitment to the full integration of Data and Technology as a cornerstone of our client commitment.”

Prior to Wavemaker, Korenfeld headed up advertising technology, platforms, programmatic investment and data strategy at Spark Foundry. He has also held strategic and operational positions at advertising technology innovation companies like DoubleClick, new media publishers like Community Connect, and traditional publishers like Hachette Filipacchi Media/Hearst.

TMG, whose clients include Amazon, Apple, CBS Sports, Nike and PGA Tour, is headquartered in Los Angeles with offices in London, Los Angeles, New Jersey, and New York.

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