Stef Pascual promoted to General Manager at Deviate Digital

Stef Pascual has been promoted to General Manager at UK-based marketing agency Deviate Digital.

Pascual was previously Business Strategy Director at the company, taking on the role in January 2021.

Before joining Deviate in 2020, Pascual was the Head of Digital at Crown Talent, The Orchard, Sony Red and Essential as well as a well respected Berklee Lecturer and Silent Cult record label owner.

Elsewhere in the company, further hires and promotions include Alex Rusted, formerly Senior Digital Marketing Manager, who has been promoted to Digital Marketing Director.

Meg Parker and Manny O’Donnell have both joined the firm as Digital Marketing Managers.

Parker relocated from Canada, where she worked at Outside Music, while O’Donnell was formally Campaign Manager at Sold Out.

Tommy Parker has also joined the company as Digital Marketing Manager.

Along with new hires and promotions, Deviate, which was founded in 2017 by British digital exec Sammy Andrews, has also announced that its premium advertising services have been made available to artists and managers directly.

Until now, Deviate says that it has predominantly provided advertising for large entities including global artist and campaign advertising for AWAL, Secretly Canadian and PIAS, and UK advertising for the likes of AEG Presents, Golden Voice, bluedot Festival and Kendal Calling.

Across its roster the agency says that it has an “ever increasing list of success stories” with “high charting records” from the likes of Little Simz, The Wombats, Arlo Parks, Tom Grennan, Public Service Broadcasting, Damon Albarn, Jane Weaver, You Me At Six , Girl In Red, Everything Everything, Shouse, Annie Lennox, J Lloyd, Lauv, Alfie Templeman, Khruangbin, Leon Bridges and others.

Access to Deviate’s advertising services opens to the wider music industry community this week, and the company says that this includes direct access to media buying across premium formats and advertising strategy on the likes of Tiktok, In Game Advertising, Programmatic Display, Douyin, Amazon, Meta, Twitch, Twitter, Google, Spotify, video on demand (VOD) and linear across Channel 4, ITV, SKY, Snapchat, Deezer, UK outdoor campaigns, UK radio audio ads, premium online publishers, advertorial, programmatic and more.

It also includes access to the Deviate client dashboard to report on paid media activity in real time.

“it’s vital that artists and managers have direct access to the best in class ad products globally.”

Sammy Andrews, Deviate

Sammy Andrews, Deviate CEO, said: “ I am so excited to promote Stef to General Manager at Deviate.

“We’ve worked together for years in different businesses and her potential to run Deviate was very clear to me from day one.

“Her knowledge and expertise is unmatched and we align perfectly on our vision for how to deliver our clients world class services, grow the company and support and nurture our ever growing team ”

Added Andrews: “The music business has fundamentally changed and it’s vital that artists and managers have direct access to the best in class ad products globally with an expert team to advise them.

“We’ve served global advertising for so many top 10 records this last year and after each success, we had interesting approaches from managers. Whilst everyone has access to basic services most have no access to premium ad products or relationships directly outside of label and promoter media buys.

“Indeed most had no idea that some of these brilliant ad products even existed.

As a result we’ve been quietly working with managers and artists across major, indie and self-release deals to deliver proven results and help join the data dots across engagement, brand partnerships, releases, D2C and live. Today we are opening this service to the wider music business community.”

“Deviate’s growth in the last two years has been incredibly impressive.”

Stef Pascual

Stef Pascual, added: “Deviate’s growth in the last two years has been incredibly impressive, delivering outstanding results for all our clients whilst strengthening our infrastructure and services portfolio.

“I am thrilled to continue Sammy’s work raising the standards for digital agencies worldwide, and opening up our services to artists and management companies.”Music Business Worldwide

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