Farouk (pictured) is currently chief executive of Publicis-owned Digitas ANZ, and will now have a dual role, retaining his responsibilities.

At Epsilon, he will lead local operations for the offices based in Sydney and Melbourne.

Farouk joined Digitas in 1999, based in London, and later launched Digitas Australia in 2012.

Publicis acquired Epsilon for $3.95bn in 2019. Epsilon’s platform is used by marketers to predict, activate and measure business outcomes and personalise consumer journeys.

Michael Rebelo, chief executive of Publicis Groupe ANZ, said: “As a digital marketing leader, Adrian spearheaded the launch of Digitas in the Australian market. I’m confident that Adrian will be able to bring that same deep understanding of data and technology to Epsilon.”

Ashish Sinha, Epsilon managing director of Asia-Pacific and the Middle East & Africa, added: “We’re pleased to bring Epsilon capabilities to this market, further strengthening our Apac offering.”