PE-backed Ansira recruits Middleton as CEO

Ansira, a marketing solutions provider, has named Daina Middleton as CEO. Her appointment becomes effective October 2, 2017. She is the former global CEO of Performics. Ansira is backed by Advent International.


Dallas, TX—September 22, 2017—Ansira, a leading data-driven, technology-enabled marketing solutions provider, announced today that the former Global CEO of Performics, Daina Middleton, will become Ansira’s Chief Executive Officer, effective October 2, 2017.

Jim Warner, Ansira’s Chairman, said: “We are excited to welcome Daina to the Ansira team. Her outstanding track record as a marketer, agency leader and innovator will help drive great results for our clients and growth for Ansira.”

Daina, who also ran business marketing at Twitter, served for more than four years as CEO of Performics, a global performance media agency, and has spent nearly 30 years in the advertising and marketing industry. Over her career she has worked across a variety of categories and with iconic brands such as Nestle, Verizon, Coca-Cola, Microsoft, Bose, Kohl’s, Toyota and Singapore Airlines, and managed teams in 40 countries. In addition to Twitter and Performics, Daina worked for the digital creative agency Moxie and spent 16 years at Hewlett-Packard in a variety of marketing roles during her tenure there.

Most recently, Daina has been a leadership coach working with executives seeking to drive organizational performance and manage change. The author of two books on leadership and business, Daina also serves as an independent director on the board of Marin Software. She is the recipient of a bachelor’s degree in technical journalism from Oregon State University.

“I am thrilled to lead such a dedicated, passionate team,” said Middleton. “Ansira’s obsession for driving customer performance and unique skills in channel and local marketing give the organization a clear industry advantage. We are looking forward to continuing to disrupt the data-driven, technologyenabled marketing industry.”

Ansira is majority owned by Advent International, one of the largest and most experienced global private equity investors. Over the past five years, Ansira has grown revenue and EBITDA by 59% and 68%, respectively. The company expects to continue this growth trajectory with the added support of Advent, which acquired the business in December 2016. Ansira continues to be the leader in modeling and activating 1st, 2nd and 3rd party data, delivering results for world-class brands, including 25+ Fortune 500 brands. Additionally, Ansira has achieved a 96% client retention rate throughout its history. The company recently announced an agreement to acquire LocalBizNow[LG1], an all-in-one local digital marketing platform. This transaction will further enhance Ansira’s position as a leader in the integration of local and national marketing programs between brands, channel partners and consumers.

Ansira is a leading data-driven, technology-enabled marketing solutions provider, specializing in the integration of local and national marketing programs through marketing automation, data analytics, CRM and performance media. Ansira leverages superior marketing intelligence to build deeper, more effective relationships with consumers and the retail channel partners that engage them on the local level. Marketing intelligence is infused across all disciplines and executed through digital, direct, social, mobile, media, traditional and creative campaigns, marketing automation and trade promotion programs. Ansira is among the three largest, independently owned CRM and direct marketing agencies and among the 10 largest independent digital agencies in the U.S. and enjoys long-term client relationships with Fortune 500 companies spanning a broad range of industries, including automotive, dining, retail, consumer packaged goods, technology and specialty services.

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Founded in 1984, Advent International is one of the largest and most experienced global private equity investors. The firm has invested in over 325 private equity transactions in 41 countries, and as of June 30, 2017, had $43 billion in assets under management. With offices on four continents, Advent has established a globally integrated team of 190 investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; healthcare; industrial; retail, consumer and leisure; and technology, media and telecom. After more than 30 years dedicated to international investing, Advent remains committed to partnering with management teams to deliver sustained revenue and earnings growth for its portfolio companies.