Digital agency AnalogFolk London has strengthened its senior team by poaching a new boss for its data intelligence unit from one of its biggest clients, Unilever.
Unilever senior manager of global data and analytics Clare Salter takes up the role of managing partner of data intelligence with immediate effect, reporting to managing director Ete Davies.
The data unit was launched as AnalogFolk DNA in 2016 by two former Havas Helia duo Ben Silcox and Mark Barry. Silcox left after six months and is now senior manager of strategy, design and product at the Boston Consulting Group. Barry, now global chief data officer, will spend more time on building the intelligence capabilities in AnalogFolk’s offices in the US, Asia and Australia.
At Unilever, Salter’s team established, opened and ran Unilever’s People Data Centres (PDC), its consumer centric, data driven insight engine that underpins the organisation’s digital transformation.
Unilever chief marketing officer Keith Weed described the PDCs as a core part of Unilever’s plans to build a billion “one-to-one relationships” with consumers, as Unilever invests heavily in its own data. Salter’s focus was to open, scale and run PDCs; leading hubs of data analysts to turn data into actionable impact and value for the business.
At AnalogFolk Salter will be responsible for helping clients drive growth and transformation through data intelligence strategies that combine insight, creativity and innovation.
Davies said the appointment reflects a growing emphasis on data intelligence driving creativity at the agency. He added: “Clare’s role is pivotal in how we use data to acutely understand our clients’ business context, their associated challenges and opportunities, to help drive genuinely transformative creativity, while ensuring we return business value.”
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