Adform Expands Global Team with Two Strategic Hires in the UK

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, has appointed Vicky Foster as global reseller partnerships director and Matthew Morgan as global agency development director.

The new hires – who will be based in the UK – signal a period of global growth for the company and will enable Adform to continue to deliver superior advertising activation in the changing identity landscape.

Vicky Foster, global reseller partnerships director, Adform

Vicky Foster is a commercially driven digital leader and joins Adform with over 20 years’ experience. Prior to Adform, Foster was digital commercial director for Bauer Media, where she played a leading role in negotiating agency trading agreements and increasing revenue. She also worked as a strategic freelance consultant for Northern & Shell Publishing and Mindshare UK, advising on a variety of growth projects and the transformation of digital commercial teams. Named in The Drum’s Digital Digerati, Foster is also an IAB Board Representative and a Bloom UK Mentor.

Matthew Morgan was previously manager partner, head of product at Dentsu, where he led data and supply product development for the holding group. Prior to this, he was the managing partner, head of digital at UM London (a media agency owned by IPG Mediabrands UK & Ireland). Here, Morgan was the senior relationship owner for Johnson & Johnson, Spotify, The Economist, and Amex, responsible for the digital services and operational planning across all agency clients. In his new position, Matthew will strengthen Adform’s partnerships through increased adoption of its advertising technology, as well as develop and support the sales strategy on a global and regional level.

Matthew Morgan, global agency development director, Adform

Foster comments: “My priority at Adform will be to lead the company’s Channel Partner Program, developing the global commercial strategy and framework that will enable Adform to further enhance opportunities around channel reseller partners and setting them up for success.”

Morgan comments: “Adform is an esteemed player in the ad tech industry and I’m looking forward to bringing my experience to this role, specifically to build lasting relationships with agencies and help them drive growth and competitive advantage for their clients.”

Stefan Sommer, SVP, global sales & partnerships at Adform, explains why Vicky Foster and Matthew Morgan are perfect additions to the team: “We are delighted to welcome two talented individuals to Adform. Matthew has a proven track record of successful product launches and driving growth for global brands, and we’re looking forward to applying his unique perspective and practical insights to Adform’s agency table. Meanwhile, Vicky’s growth mindset and vast experience in business strategy, leadership and team culture makes her the perfect fit as global reseller partnerships director. She will be instrumental to helping the team accelerate partner engagement and ensure growth to continue to progress Adform’s journey moving forward.”


Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture...

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