Digital agency AnalogFolk has launched a new data offering called AnalogFolk DNA, hiring former Havas Helia duo Ben Silcox and Mark Barry to lead the business unit.
Silcox (pictured, left) and Barry (right) join the agency as chief data officer and head of business solutions respectively. At Havas Helia, Silcox was most recently chief digital and data officer, while Barry held the position of head of business solutions and technology.
Founded in London in 2008 by Bill Brock and Matt Dyke, AnalogFolk now has offices in Sydney, New York, Portland, and Hong Kong.
The new data intelligence arm will, according to the agency, “embed smart data-inspired decision making into the strategic process and creative output of the agency”.
It will build on the existing analytics capability within AnalogFolk to deliver data intelligence services through three products; optimisation business solutions, data science and automation, and predictive analytics and insight.
The division will provide standalone consultancy, implementation and delivery, as well as integration with AnalogFolk’s digital services.
AnalogFolk DNA will be actively pursuing new business opportunities. The team will initially be based in the London office, working with clients across the agency’s network, providing a global service.
Silcox joined Helia in 2013 and was most recently leading the Unilever global partner relationship management programme and was the digital lead for the Dove global account.
He was also responsible for leading a string of new business wins including adidas, Westfield and Royal Mail. During his time at Havas he also worked closely with Havas Worldwide and Havas Work Club integrating strategy and delivery of data inspired communications.
Barry founded the specialist business intelligence company, TOMA Global, in 2003 and joined Havas Helia in 2013. While there, he was responsible for leading the strategic development of Unilever’s global consumer data platform and the development of easyJet’s multi-channel campaign management solution.
AnalogFolk founder and chief executive Bill Brock said: “Since launch, we have relentlessly pursued ways to push our offering and ensure we provide our clients with innovative services that keep them ahead of the competition. AnalogFolk DNA is our most ambitious and exciting move to date, and to have attracted two of the world’s preeminent minds in the space to lead it is a massive coup.”
Silcox commented: “Mark and I will be building on our experience across global and national brands to partner with the most ambitious clients who understand that data intelligence is the connective tissue to create real business value beyond likes and views.”
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