O’Reilly joins the Dentsu Aegis Network-owned company from MRM//McCann, where he was senior vice-president, director of data science, leading the development of the data strategy group. Prior to that he was lead partner at Konverg and headed up research and insights at MWW PR.

In the newly created role, O’Reilly will oversee the data and insights team, focusing on expanding the company’s offer in marketing technology, measurement, data strategy, analytics and data management.

Based in iProspect’s New York office, O’Reilly will report to Mike Gullaksen, the company’s US president.

Gullaksen said: “Data and insights is hugely important to the work we are doing. Our ultimate goal is to create one-to-one conversations between consumers and brands. Doug’s background and expert command of all data and insights is critical in helping us deliver this type of relationship to clients.”