Adam & Eve signs deal with data science agency Track

Adam & Eve DDB Group is beefing up its customer experience and data science capabilities by striking a partnership with German Omnicom sister agency Track, having first joined forces last year to win the integrated JetBlue business in the US.

The team is being led by Simon Adamson, who will take on the role of chief experience officer of Adam & Eve DDB Group, after building up the agency’s digital, social and content offering since joining in 2014, alongside Track managing director Phillip Schilling.

As part of the move, Adam & Eve DDB Group has made two senior hires, Bonnie Jones and Gavin Pearce, who join as experience strategy directors from AKQA and Eight Inc, respectively.

Furthermore, Drew Spencer will take on the role of executive experience design director and Sara Chapman will become executive experience strategy director.

Both joined Adam & Eve DDB in 2017, leading CX and digital transformation projects for the agency’s clients, including the development of Mars IAMS NOSEiD; a biometric identity system for dogs, and Adidas GMR product, which has won multiple awards.

The agencies joined forces last year to win the integrated JetBlue business in the US, working across all of JetBlue’s travel properties including JetBlue airways, JetBlue Card and the TrueBlue loyalty programme covering brand strategy, advertising, CX, CRM and personalisation.

Adamson said: “The work we are doing for Mars and JetBlue is already demonstrating the potential of fusing customer-centric creativity with Track’s data science capabilities. By creating the new integrated unit, we will be able to scale this offering, creating more meaningful, memorable and emotional experiences for customers and help ultimately drive growth for our clients.”

Schilling added: “Adam & Eve DDB has shown time and again they understand the power of emotion. Marketing automation and technology are only the means, not until we truly merge the power of creativity and data science will we be able to add empathy and context to today’s digital customer experiences.”

Part of the DDB network, Adam & Eve DDB Group has offices in London, New York and Berlin while Track has offices in Hamburg, Toronto, Auckland and Sydney.

The new relationship with Track is in addition to Adam & Eve DDB’s ongoing partnership with Omnicom Precision Marketing Group on major international clients.