Xavier Lautour is joining ZenithOptimedia’s Toronto office in the newly created position of head of analytics.

Lautour comes to the agency from Paris, where he most recently worked as head of the data, analytics, social media and CRM department at Havas Media. He tells MiC he took the role because it is a chance to work with data in Canada.

“It is quite interesting to come into Canada today because I think the country is at a moment in the digital development where data is really important for media agencies and clients,” he says.

He adds that  he isn’t currently overseeing a team in the department, but that there are plans to expand the analytics division within the near future.

Sunni Boot tells MiC he was a good choice for the new role, which will have him overseeing the data that comes into the agency and making it work best for clients.