NOVUS Appoints Olivier Pepin as First CTO to Accelerate AI and Data Innovation
NOVUS, the independent media agency known for delivering hyper-personalized campaigns at scale, has announced the appointment of Olivier Pepin as its first-ever Chief Technology Officer (CTO). This strategic move marks a significant step in strengthening the agency’s capabilities in technology, artificial intelligence (AI), and data engineering.
Pepin joins NOVUS’s leadership team with a mandate to build and lead its Technology, AI, and Data Engineering practice. His role will blend strategic leadership, hands-on innovation, and client-focused solutions as the agency continues to scale its advanced technology and data-driven offerings under CEO Libby Morgan.
Driving NOVUS’s AI and Technology Vision
As CTO, Pepin will spearhead NOVUS’s overall technology strategy and architecture. Working closely with teams across Strategy & Planning, Investment, and Data & Insights, he will develop a multi-year roadmap aimed at positioning NOVUS as a leading partner for brands seeking measurable value from AI, data, and marketing technology.
His responsibilities include:
- Leading innovation through prototyping and experimentation
- Delivering cutting-edge AI-powered marketing solutions
- Collaborating directly with clients to design scalable, high-performance systems
- Driving thought leadership in emerging media technologies
A Proven Leader in AI, Data, and Engineering
Pepin brings over 25 years of experience as a technical architect and engineering leader. Prior to joining NOVUS, he served as Chief Architect at MRM, where he led the development of AI, digital commerce, and marketing technology solutions for major global brands.
His career also includes more than a decade in Europe, where he delivered large-scale enterprise systems across industries such as pharmaceuticals, telecommunications, and consumer goods—bringing a truly global perspective to his new role.
Expanding NOVUS’s AI-Native Platform
At NOVUS, Pepin will build upon the agency’s proprietary tools, including:
- DeCoder – a geospatial analytics platform
- FullSail – a full-funnel channel optimization solution
His focus will span the entire media lifecycle—from insights and planning to activation and measurement. Key areas of innovation will include:
- Agentic AI systems
- Identity resolution strategies
- Next-generation measurement frameworks
He will also establish governance models to ensure that AI and data capabilities are deployed responsibly and effectively across all client engagements.
Advancing Measurement and Personalization at Scale
A core priority for Pepin will be enhancing measurement accuracy and personalization. This includes evolving NOVUS’s approach to:
- Attribution modeling
- Incrementality measurement
- Performance optimization
Additionally, he will oversee the integration of proprietary and third-party data sources to enable more automated, responsive, and data-driven media execution.
Leadership Perspective
CEO Libby Morgan emphasized the importance of Pepin’s appointment, noting his ability to bridge technical expertise with business outcomes in an increasingly AI-driven media landscape.
Pepin highlighted NOVUS’s unique position in the industry, citing its combination of proprietary technology, independent mindset, and decades of media expertise as a foundation for building innovative, scalable solutions that deliver real business value.
Final Thoughts
With Olivier Pepin stepping in as CTO, NOVUS is poised to accelerate its transformation into an AI-first, data-driven media agency. This move reinforces the growing importance of technology, automation, and advanced analytics in modern marketing—setting a new benchmark for what brands can expect from their media partners.
