Hybrid Theory appoints two new senior leaders to team

hybrid theory - hires

Hybrid Theory, a new breed of digital services partner for brands and agencies, has today announced two senior appointments to further support clients’ ambitions to better navigate an increasingly complicated digital environment. 

Peter Birch joins as UK Managing Director (MD), and Fern Potter as Global Chief Strategy Officer (CSO), leveraging their experience in ad tech, digital media, mobile, broadcast, search, and data to strengthen the company’s position as a key partner for agencies and brands.

Hybrid Theory hires

As UK MD, Peter Birch will be responsible for developing Hybrid Theory’s ambitions in the region, working with the company’s Global CEO and regional commercial leadership to execute on global growth strategies, balancing short term delivery with longer-term transformation. 

Birch has over two decades of experience in ad tech and digital media and has held senior positions as Head of Online and Head of Interactive and Mobile at ITV. 

Following a 12-year career with the broadcaster, Birch took the opportunity to move to Australia, growing his skillset with senior positions as MD at mobile marketing solutions provider 1st Screen, and as Commercial Director APAC at mobile brand advertising platform Kargo. 

Now back in the UK, Birch brings his wealth of experience managing fast growth digital advertising environments, familiarity with programmatic advertising from both supply and demand sides, and a passion for building teams with a focus on staff development and positive culture to the role.

Fern Potter brings with her fifteen years of experience working with global brands across data, ad tech, and media procurement. 

Before joining Hybrid Theory as Global CSO, Potter was Global Strategy Officer at creative data marketing agency FCB/SIX, having previously held senior positions at Neo Media World (formerly Neo@Ogilvy), Carat, MediaCom and PHD Australia. 

With a wealth of experience connecting data with client needs, and simplifying the process, Potter will focus on marrying the data journey with execution across the landscape for Hybrid Theory’s clients. 

Eminently practical, Potter brings an innate understanding of the need for a service layer in the industry to take the confusion out of data and technology for brands and agencies.

Changing environment

“As a company we strive to simplify a highly complex, and always changing, environment for our clients”, said Patrick Johnson, Global CEO Hybrid Theory.

“Key to this is building a team of forward-looking, collaborative and brave industry experts, who are comfortable with the intersection between technology and talent”. 

“Peter and Fern will be bringing not only their experience, but their spirit of collaboration and drive to deliver lasting results, both for our clients and for the Hybrid Theory team. 

“We’re very pleased to welcome them to the team.”

Founded in 2011, Hybrid Theory offers flexible consulting, hands-on support and independent managed execution for brands and advertisers, harnessing the best combination of technology and talent to empower data-driven advertising.

“Advertisers want a media landscape with a high-quality supply chain that provides a good consumer experience, and is openly transparent and data driven” said Birch. 

“I am excited to be part of Hybrid Theory’s ongoing mission to deliver this for its clients and drive improved ROAS, made possible by a highly talented team, great technology, data, insights, and experience.”

Fern Potter said: “The constant demands on data, how to use it, how to collect it, and how to draw insights from it is an exciting challenge. 

“Hybrid Theory’s focus on technology and talent delivers on all aspects of data strategy, delivering business outcomes and scaling audiences.”