Prior to joining Adelaide, DeTour (pictured) held several leadership positions at Nielsen, most recently as vice-president of business development for digital, where he managed the East Coast agency sales team.

In this role, DeTour led many key growth initiatives, including the adoption of Nielsen Digital Solutions among agency holding companies and the expansion of its commercial partnerships.

In his new position as vice-president of sales at Adelaide, DeTour will play a pivotal role in the company’s continued growth on the East Coast, managing strategic agency and brand partnerships, as well as new business development.

“Tyler is an accomplished sales leader with a proven track record of scaling business units, making him a perfect fit for this role,” said Adelaide chief executive Marc Guldimann.

“Not only does he bring a wealth of experience in relationship building, go-to-market planning and client success, but his industry expertise and deep knowledge of industry challenges will be extremely valuable as Adelaide enters this next phase of growth.”