Adform appoints new CEO

European-based adtech firm Adform has hired Troels Philip Jensen as its new CEO, replacing co-founder and CEO Gustav Melletin.

Jensen joins from Swedish software business Itiviti AB, where he had been COO since 2013. Prior to this, he spent 17 years at the Danish IT firm SimCorp, most recently as managing director – western Europe.

As CEO of Adform, Jensen will lead the business across 29 offices in 26 countries.

“There is an exciting global strategy on the table, which I look forward to executing with the support of Adform’s extremely talented employees,” Jensen said.

“Adform is a company that serves some of the largest advertisers, agencies and media around the world. Gustav Mellentin and his amazing team have achieved an impressive amount over the last 18 years. There are not many independent software companies on the market that have Adform’s scale, global presence and also have great potential for future growth. That’s why I quickly and proudly accepted this job.”

Meanwhile, Mellentin is to remain with the company in an active role shaping the company’s strategic work.

“It has been an incredible journey from three men in a basement in Copenhagen to a leading global company,” Mellentin said.

“I have enjoyed every moment, but now is the right time to pass the baton and change the leader of Adform. I’m confident Troels Philip Jensen has the right skills to ensure Adform’s continued growth and success, and I personally look forward to being part of the journey ahead as a member of our amazing leadership team.”