Ratio makes key multiscreen hires

Michelle Clancy | 03-01-2014

Multiscreen agency Ratio has announced that two industry veterans Candice Edwards and Microsoft veteran Mike Lucero have joined the company in strategic roles.

Edwards is joining Ratio as vice president of strategy and corporate business development, and will work closely with members of senior management to identify and map strategic direction, product roadmaps, the integration of new business models and the incubation of new technologies.

Lucero meanwhile is joining as vice president of product strategy and connected TV. He will lead product development initiatives for Ratio and its clients, including the expansion of CypressX, Ratio's flagship application framework for Xbox, to other OTT platforms.

"Collectively, Candice and Mike bring unparalleled industry leadership with extensive experience providing digital video and monetisation strategies to the largest content publishers around the globe," said Russ Whitman, chief strategy officer at Ratio. "Both are welcome additions to the team as we expand our strategy practice and explore new markets and technology innovation."

Most recently, Edwards founded Mbark Digital, a boutique digital strategy consultancy with a primary focus around monetisation and technology platform strategies for OTT and multiscreen video offerings. Prior to that, she was responsible for driving new business initiatives in the media and entertainment sector for Ooyala.

"Ratio has some of the most talented designers, developers, and creative thinkers in the business," said Edwards. "The kind of innovation and thought leadership they generate for clients is infectious and transformative. I look forward to helping Ratio take full advantage of its dominant market position and build on its extraordinary growth and success to date. With some massive global projects underway, 2014 is going to be a very big year at Ratio."

Lucero was one of the first Microsoft team members that built Xbox Live. More recently, he has helped major media publishers, including ABC/ESPN, CBS, NBC, Viacom, Hulu, UFC, VEVO, Last.FM, Machinima, Crackle, Last.fm and BSkyB, to deliver their content on Xbox. Prior to that, Mike ran advertising for several media brands, including FX Cable (which he helped launch) and CBS.

"Ratio has been a pioneer in creating digital video applications for world-class media brands like AETN, NBC, Machinima and Yahoo!" said Lucero. "My experience at Xbox Live will be a natural complement to Ratio's existing and future publishing partners in understanding connected TV consumer experiences and revenue models."