Amplified Intelligence appoints Anneliese Urquhart as Chief Product Officer


The world’s only true omnichannel attention measurement company Enhanced Intelligence expands its product team. The Australia-based company – a global leader in researching and measuring human attention to advertising – is transforming the way media is measured with cross-platform insights and human attention measurement products.

Anneliese Urquhart, Amplified Intelligence

Anneliese Urquhart joins the Adelaide based company after a brief consultation with them in 2020 to further the development of their first product – AttentionPLAN®. She returns to drive an ambitious attention products program for planning, trading and measuring advertising.

With an acclaimed track record of delivering product outcomes in startup and development environments, Urquhart brings 13 years of financial services experience as Global Customer Acquisition Director to Xero, as a consultant to Deloitte, and more recently as Chief Product Officer of Education Horizon Group.

“I am very pleased to have won Anneliese for the next stage on our company’s path. Her dynamism, collaborative approach and dedication to building high-performing teams are a perfect fit for Amplified’s culture. Their product record in emerging environments is enviable. We are on the verge of creating long-term change in our industry and Anneliese is absolutely the right person to drive that change,” said Professor Karen Nelson-Field, Founder and CEO of Amplified Intelligence.

Anneliese Urquhart said: “I am incredibly excited to be joining the team at this time. Rarely is a company as well positioned for growth as Amplified Intelligence. With industry-leading insights and technology, we can help brands get more out of their advertising budgets.”

Urquhart joins Phil Townend, Chief Growth Officer, and Ryan Green, Chief Technical Officer, in Amplified’s growing C-Suite.

Amplified’s next offerings include AttentionADJUST optimization of Attention Adjusted® campaigns, as well as breakthrough media trading technology with AttentionTRADE®, which is currently in closed alpha testing.

Most notably in 2022, the company has now signed all 5 Australian agency holdcos for Amplified’s AttentionPLAN® API. Their suite of human attention-based products is currently attracting significant market adoption from agency holding companies, broadcasters, media platforms and global brands including Dentsu, IPG, OMG, Publicis, WPP, Shell, Mars, Pepsi, Nine Entertainment Co. , Seven West Media, Val Morgan, Facebook, Twitter and Spotify.

Urquhart’s appointment heralds the next wave of expansion for this fast-growing company, which has received an oversubscribed $3 million post-seed round of financing.

Powered by its AI-powered attention tracking technology and the most comprehensive database of advertising attention across digital, cinema, OOH and TV, the company’s solutions give advertisers a more accurate picture of how much attention their campaigns actually generate — helps them to maximize their media spend, achieve better campaign results and minimize wastage.

Amplified’s mission is to transform the way media is traded, replacing outdated metrics like viewability and traditional Opportunity-to-See (OTS) with tools that accurately measure how effective ad placements are across media generate real active human attention.


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