LONDON — WE Communications has reinforced its global analytics leadership, hiring Thane Ryland to lead insights and analytics strategy in the UK.

Ryland joins after three years at Golin, where he was senior vice president of analytics and insights and worked with brands including Nokia, Unilever, Reckitt-Benckiser, Novartis, Roche, Pfizer and Bayer. He was previously in-house, as global head of media measurement for Shell, and before that was global head of social analytics and insights at Microsoft.

In his new role at WE, Ryland will be responsible for expanding data and analytics services for existing UK clients, as well as driving new business across the agency’s key sectors of health, technology and consumer. He will also work closely with WE’s global insights and analytics leadership team.

Ryland will report to UK managing director Ruth Allchurch, who said the appointment reflected growth in the agency’s integrated services, where client demand has driven 25% for the UK business over the past 12 months.

Allchurch added: “Our clients understand the critical importance of turning data into actionable insights for their brand narratives and driving bottom-line growth. Thane brings a wealth of global experience in providing counsel to corporations that wish to optimize planning and strategy in their paid, owned and earned communications. We’re thrilled to have someone with his experience join us, marking a significant step change for us in the UK.”

Ryland said: “Measurement is the lifeblood of a resilient marcomms strategy. I’m excited to join WE to leverage my insights across B2B and B2C.”