Mediaplus Fortifies North American Leadership to Drive Data-Centric Growth

NEW YORK, NY – February 03, 2026 – Mediaplus North America, the rapidly expanding media arm of the Serviceplan Group, has announced a significant reinforcement of its senior leadership team with two strategic appointments. Stephen Lee joins as the agency's first-ever Head of Data & Analytics for North America, and Matt DeZarlo has been named Group Director, Media. These hires signal a deliberate move to accelerate the agency's growth in the region by deepening its data-driven capabilities and strengthening its client partnership model. The appointments come as the agency aims to deliver on its promise of "smarter, more human media" in an increasingly complex advertising landscape.

A Strategic Push into Data and Analytics

The creation of the Head of Data & Analytics role, filled by industry veteran Stephen Lee, marks a pivotal moment for Mediaplus. Reporting to Chief Strategy Officer Jasmine Presson, Lee is tasked with architecting the agency's data, analytics, and technology infrastructure across its North American client base. His mandate includes developing advanced measurement frameworks, defining key performance indicators (KPIs), and building sophisticated attribution models designed to explicitly connect media investments to tangible business outcomes. This move reflects a broader industry shift, where clients increasingly demand clear, data-backed proof of return on their advertising spend.

Lee will also be instrumental in adapting the agency's global AI-powered solutions, headquartered in Munich, for the specific needs of the local market. This involves not just deploying technology, but embedding a culture of data-driven storytelling across all client work and new business pitches. "Mediaplus doesn't treat data and AI as buzzwords, it treats them as engines for real business transformation, and that's what drew me in," Lee stated. He emphasized his goal to "help teams move faster from insight to action, building smarter tools, frameworks and stories that directly connect media decisions to measurable growth."

Lee's background makes him uniquely suited for this challenge. He arrives from Crossmedia, where he was Managing Director of Audience & Data Strategy. Before that, he spent over 13 years at EssenceMediacom in various senior leadership roles, culminating as Partner and Group Director of Data & Technology. His extensive experience includes translating complex data sets into actionable growth strategies for global giants like Mars Inc., Signet Jewelers, and Subway, giving him a deep understanding of the challenges and opportunities large brands face.

Bolstering Media Strategy and Client Leadership

Complementing the agency's enhanced data focus is the appointment of Matt DeZarlo as Group Director, Media. In this newly created position, DeZarlo will provide senior leadership across key accounts, steering media strategy and execution while mentoring the agency's planning talent. Reporting to VP, Group Media Director Stefanie Flaum, he will work closely with major clients, including financial services company TransUnion, while also contributing to broader agency growth initiatives.

DeZarlo brings over a decade of integrated media experience, most recently as a Group Director at EssenceMediacom and previously as an Integrated Media Manager at E&J Gallo Winery. His track record includes highly decorated work, notably his team's success at the 2025 Festival of Media Awards for the "Cesar Dog Food & Trip Advisor: Dog Friendly Travel" campaign. The campaign secured a Gold for Best Use of Online (Global), another Gold for Best Collaboration Award (North America), and a Silver for Best Engagement Strategy (Global), demonstrating his ability to craft innovative and effective campaigns that resonate with audiences.

His new role is focused on translating strategic vision into flawless execution. "Mediaplus is building something rare: a place where ambition, accountability and true partnership actually show up in the work," DeZarlo commented. He aims to make an immediate impact by "elevating client strategy, unlocking new growth opportunities and finding smarter, more inventive ways to connect brands with audiences," a sentiment that aligns perfectly with the agency's "smarter, more human" philosophy.

Culture as a Catalyst for Growth and Talent

These high-profile appointments are not occurring in a vacuum. They follow Mediaplus North America's recent recognition as one of Ad Age's 2026 Best Places to Work. This accolade provides crucial context for the agency's ability to attract seasoned leaders like Lee and DeZarlo in a fiercely competitive talent market. The award, which is based heavily on employee feedback, suggests a strong internal culture that prioritizes its people, a factor that is increasingly a key differentiator for agencies looking to attract and retain top-tier professionals.

Tamara Alesi, CEO of Mediaplus North America, directly linked the new hires to this cultural foundation. "At Mediaplus, we believe the best work comes from people who genuinely care about what they do and who they do it with," she said. "Matt and Stephen bring not only exceptional media and data leadership, but a shared belief in partnership, curiosity and humanity." This philosophy appears to be a core pillar of the agency's strategy, positioning its culture not just as an internal benefit but as a business driver that enables it to secure the talent needed to deliver superior client work.

By fostering an environment recognized for its excellence, Mediaplus is creating a virtuous cycle: a strong culture attracts top talent, which in turn enhances the agency's capabilities, drives client success, and fuels further business growth.

Fueling an Ambitious North American Expansion

The dual appointments of Lee and DeZarlo are a clear and strategic component of Mediaplus's aggressive expansion plans within the North American market. As part of the Serviceplan Group, which bills itself as the world's fastest-growing independent media agency, the North American division is tasked with carving out a significant presence. By investing in senior leadership dedicated to the core pillars of modern media—data analytics and strategic execution—the agency is equipping itself to challenge larger, established network agencies.

The creation of these new roles indicates a strategy that goes beyond simply servicing an existing client roster. Lee's focus on building out a sophisticated data and analytics practice from the ground up, and DeZarlo's mandate to support new business growth, point to a proactive and forward-looking approach. This investment in foundational leadership is designed to scale the agency's operations, deepen its strategic offerings, and enhance its appeal to prospective clients seeking a more agile, data-literate, and partnership-oriented agency model. The combined expertise of Lee and DeZarlo is set to raise the bar for how Mediaplus serves its clients and competes for market share in the dynamic North American landscape.