French-owned data-driven marketing group Artefact – which launched in the UK in October – has appointed OMD managing partner Sarah De Martin to take on the role of UK managing director.
The company, which claims to offer a genuine alternative to both the traditional agency networks and the likes of Accenture and Deloitte, brings together 120 UK staff across consultancy, in-house data technology and media activation through a single P&L.
Key clients include Hertz, Nissan, Selfridges, Habitat, The White Company and Wyndham Hotels. In total, Artefact has 1,000 employees operating from 26 offices in 18 countries; around 150 of them are technologists.
De Martin, who has also held senior roles at Initiative and Starcom Mediavest Group, said: “At Artefact we have an entrepreneurial spirit at heart, with the agility required in order to really drive growth. Successfully integrating consulting and digital marketing is something the industry is talking about constantly. However, Artefact is actually doing it.”
Artefact UK CEO Tom Cijffers added: “We use the expression ‘marketing engineers’ because Artefact begins with technology underpinned by data and AI. It’s about bringing an engineering mindset combined with a management consultancy approach to digital marketing.
“Sarah has the skills and drive to help us build on our digital transformation offering and future ambitions. We deliberately take a very different approach to the traditional marketing groups, and she offers a unique take that our clients will find invaluable.”
French agency targets UK market for global expansion