Observed Signal · Oct 20, 2026 · Hiring · Source: ExchangeWire · Impact: 1/5 · Sentiment: Positive
On Device Appoints COO, Promotes Commercial Director
On Device, a brand lift measurement company, has appointed Meg Fisher as Chief Operating Officer (COO) and promoted Sami Smith to Commercial Director. The company, which focuses on measuring brand lift in the 'Outcomes Era', aims to strengthen its leadership team to support growth and innovation. Meg Fisher brings extensive operational expertise to her new role, while Sami Smith's promotion reflects her significant contribution to the company's commercial success. These changes are part of On Device's strategy to enhance its market position and deliver greater value to clients.
This is a routine leadership appointment within a niche AdTech vendor. While it indicates company growth, it does not significantly impact the broader AdTech industry.
Track On Device Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Meg Fisher appointed COO of On Device.
- Sami Smith promoted to Commercial Director at On Device.
- On Device is a brand lift measurement company.
- Leadership changes aim to strengthen the company's growth strategy.
Connected Companies & Entities
1 Entity mapped“On Device, the Brand Lift measurement company built for the Outcomes Era, has strengthened its senior leadership team with the appointment o...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Adform Boosts UK Sales Team for Market Expansion
Adform announced on 4 November 2025 the appointment of Liz Hiscoke and Digby Fordham as sales directors and the promotion of Kinga Szczerska to senior account director, as part of its UK market expansion. The hires are intended to strengthen Adform’s relationships with UK agencies and brands across key verticals and to broaden awareness of the omnichannel demand-side platform, with emphasis on premium video, connected TV (CTV), DOOH, and audio. Liz Hiscoke brings over a decade of agency partnerships experience from Cluep and Encore Digital Media, while Digby Fordham has about 15 years in performance marketing, including roles at THG Ingenuity, impact.com, Yieldify and Incubeta. Szczerska will drive account growth and activations. The company cites momentum from launches such as Campaign Planner and a DOOH visual interface in 2025, and aims to deepen partnerships into 2026, supported by comments from Szczerska, Fordham, and UK country manager Phil Acton.
On splits commercial leadership; CCO Britt Olsen exits
On, the activewear brand, is reorganizing its commercial leadership this September by splitting the commercial chief role into two positions. Chief Commercial Officer Britt Olsen will leave at the end of September after a transition period. Rebecca Cai, currently general manager of APAC, is promoted to chief global markets officer effective Sept. 1 and will continue to run APAC until a successor is named. Alice Delahunt, who has worked at Ralph Lauren and Burberry, will join On as chief customer officer on Sept. 7 and will oversee DTC channels and customer loyalty. The changes follow earlier leadership moves at On and come amid continued sales growth — Q1 net sales rose 14.5% year over year to 831.9 million Swiss francs — and raised profit guidance and an outlook for at least 23% net sales growth in 2026.
UK Marketing Budgets Rise Across All Categories in Q3
The IPA Bellwether Report for Q3 2026 indicates a broad recovery in UK marketing budgets, with a net balance of +14.3% of marketers increasing spend—the highest in nine quarters and the third consecutive quarterly growth. All main media subcategories saw upward revisions for the first time, including main media (+9.8%) and 'other online' (+17.2%). PR (+15.3%) and events (+15.1%) led growth, followed by sales promotions (+13.1%). Despite this, industry and company-level financial confidence remain negative, though improved from Q2. S&P Global raised UK GDP growth forecasts for 2026 to 1.2%, supported by events like the FIFA World Cup, but risks from geopolitical tensions and high fuel prices persist. Ad spend forecasts were revised up for 2026 to 2.8% but down for 2027 to 1.3%. Industry experts offer mixed reactions, highlighting opportunities in creator marketing, out-of-home, audio, and video, while cautioning about walled gardens and the need for data quality and attention measurement as AI becomes more prevalent.
Receive all future signals for On Device & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.