NOVUS, an independent media agency specializing in hyper-personalized and local-at-scale media, has named Olivier Pepin as its first Chief Technology Officer. Pepin joins the executive team to establish and lead the agency’s Technology, AI, and Data Engineering practice. Reporting directly to CEO Libby Morgan, Pepin is tasked with defining a multi-year roadmap that integrates strategic leadership with hands-on innovation. This move signals a significant expansion of the agency’s technology and data capabilities as it seeks to position itself as a premier partner for brands navigating the complexities of AI-driven media.
Olivier Pepin is appointed as the first-ever CTO of NOVUS.
He will lead the newly formed Technology, AI, and Data Engineering practice.
Pepin previously served as Chief Architect at MRM, supporting brands like General Motors and Nestlé.
Focus areas include agentic AI, identity resolution, and next-generation measurement.
He will build on proprietary tools such as DeCoder and FullSail to create an AI-native platform.
The role emphasizes scaling responsible governance and hyper-personalized media execution.
Pepin’s charter involves overseeing the full media lifecycle, from initial insight through activation and final measurement. By focusing on agentic AI and identity resolution, he will help NOVUS move beyond traditional planning toward more automated and responsive media execution. A central pillar of this agenda is the advancement of personalization at scale, utilizing both proprietary and third-party data to deepen audience understanding. This technical strategy is designed to provide clients with best-in-market solutions that are grounded in real engineering rather than industry speculation.
Under Pepin’s leadership, the agency will evolve its approach to attribution, incrementality, and performance optimization. By integrating current proprietary tools like DeCoder (geospatial analytics) and FullSail (full-funnel channel optimizer), the agency aims to set a higher bar for measurable impact. These efforts are intended to ensure that media decisions remain intentional and data-driven, providing a framework that allows high-tech capabilities to scale responsibly across a diverse client base. The goal is to translate complex data architecture into tangible business outcomes and genuine value for global brands.
The appointment reflects a broader industry shift toward AI-native platforms and agentic workflows. With over 25 years of experience as a technical architect, Pepin brings the expertise required to build production-ready systems that support the demands of modern media. His background in delivering large-scale enterprise systems across the pharmaceutical, telecommunications, and consumer goods industries provides a robust foundation for scaling NOVUS’s technical infrastructure. This evolution marks a transition for the agency from a local media buyer into a modern, tech-enabled media partner.
"Olivier combines deep technical expertise with the strategic judgment that modern media demands," said Libby Morgan, CEO of NOVUS. "As the industry shifts toward AI-native platforms and agentic workflows, we wanted a leader who has actually built these systems in production, not just talked about them."
"My focus will be on scaling NOVUS' Technology, AI, and Data Engineering capability to set a new bar for what clients should expect from their media partner, grounded in real engineering, honest measurement, and AI that delivers business value," said Olivier Pepin, CTO of NOVUS.
Headquartered in Chicago, NOVUS Media LLC is an independent media agency that architects growth with purpose - where every media decision is intentional, measurable, and built for impact. They offer personalized experiences at scale including hyper-local, customized, multichannel strategic media planning and buying with specialized multimedia talent, proprietary tools and custom techniques, representing the evolution of a next-gen agency. Focusing on media of all types across all forms of digital and traditional – NOVUS is fueled by data, insights, and technology to drive superior business results. Founded in 1987, NOVUS has evolved from a hyper-local media buyer into a modern media partner delivering highly personalized, data-driven, and measurable campaigns across the full media ecosystem.
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