Media and marketing consultancy NewBase (formerly Publicitas International) today has new additions to its EMEA senior management team. Lee Harman and Brenda Liebens join as director of programmatic trading and managing director for Benelux respectively.

Harman joins NewBase from Audience Store where he was responsible for all programmatic operations as well as strategic development across parent group TMWI. This included building out a unified data management solution and tech stack. Prior to this, Harman was EMEA lead at Marketshare (Neustar) and responsible for end-to-end delivery of its SaaS marketing analytics tool.

As director of programmatic trading, Harman will head up NewBase’s EMEA and Asia programmatic trading desks. He has extensive management experience from within the digital marketing technology industry, across operational, development and consultancy roles.

Harman says “Having worked at the forefront of innovation in programmatic advertising for over seven years, I know how dynamic and ever-changing this market is. I am particularly excited about the propriety technology build that is taking place at NewBase.”

Brenda Liebens joins the NewBase team as managing director Benelux. She has a wealth of experience in digital marketing, after working as head of digital at IP Belgium and working closely with the digital strategic team for RTL Group. Liebens will oversee the digital transformation of NewBase Benelux, focusing on introducing NewBase’s new digital products to current and new clients in the region, as well as other traditional NewBase services.

Liebens says, “I have worked in digital for over 10 years but I’m still a ‘print lover’, I still recognise its importance. Digital is the here and now, but traditional media should not be put aside while it is still profitable.”

Regional managing director for EMEA, Simon Taylor, says, “Fresh from the rebranding to NewBase a few months ago, and now going to market with our proprietary data analytics platform NewBase View, we are now boosting our leadership team with these two important hires. They both have a plethora of experience in digital marketing which will be absolutely vital as we continue to extend our leadership in the digital space.”