Digital-only marketing group Brandtech has appointed Angela Tangas as the new global CEO of Oliver – its in-house marketing specialist – as the company looks to respond to demand for AI-powered, in-house content creation.
Tangas, the former group CEO of Dentsu UK & Ireland, will also take on the new role of chief strategy officer at Brandtech, focusing on helping brands shift to AI-first marketing.
She replaces Simon Martin, Oliver’s founder and longtime CEO, who will now move into the role of chair.
Under his leadership, Oliver more than tripled in size after being acquired by Brandtech.
“Our founding vision 10 years ago was that you could do all marketing better, faster and cheaper using technology and AI,” said Brandtech founder and CEO, David Jones.
“Most people didn’t understand what we meant back then, but generative AI has made that vision a reality.
“Angela is going to obsessively focus on helping our clients drive their transformation to generative AI-first marketing using Oliver’s unique model, which is the perfect combination of the best talent and the best technology platform in Pencil.”
Pencil is Brandtech’s in-house generative AI platform, used to create more than 2m ads for 5,000 brands.
In the first quarter of 2025, it helped produce 235,000 AI-generated marketing assets – on average 62% faster, 55% cheaper and with 40% better performance.
Tangas, who will officially start on September 1st, added: “I’m absolutely delighted to join the Brandtech Group at such a defining moment for brands, business and the global marketing services ecosystem.
“Everyone knows how far ahead Brandtech is in generative AI, and with the strength of Oliver’s proven model, it’s a powerful combination to enhance brand and business value at lower risk.
Successful augmentation of generative AI, tech and talent across workflows and operating systems is essential for every company to achieve maximised performance, continued growth and competitiveness in a highly dynamic and evolving consumer and trade environment, where transforming isn’t easy.
“Simon has done a phenomenal job scaling Oliver and with his continued championship and support, I look forward to partnering with David and the world class Oliver team, clients and partners to propel the future of creativity and marketing services in ways that continue to differentiate brand, culture and customer experience.”
In addition to her appointment, the company has also promoted Emma Cookson and Daniel Floyed to new roles as joint chief client officers.
They will focus on helping Brandtech’s top 40 clients – including 8 of the world’s 10 biggest advertisers – implement AI marketing at scale.