Callcredit chief to lead Intermarketing data launch

robedwards-300x300Intermarketing Agency is aiming to tap into the growing data and analytics market by launching a dedicated offering, headed up by Callcredit senior client development manager Rob Edwards as channel strategy director.
The 12-strong team – which will also include the agency’s new head of CRM Andrew Ananth – will provide data analysis, insight and strategy to help clients “demystify, humanise, simplify, hone and make better use of their relevant data”.
Tools include econometric modeling to guide brands to their individual optimum channel mix and spend. Up-and-coming regulatory challenges over third party data usage will also be addressed as, over the long term, the agency will look to enable marketers to understand and build their own first party data capabilities.
The team will work alongside the existing 136 staff at Intermarketing, whose clients include Adidas, British Red Cross, Virgin Trains, Bupa Global and the Shop Direct Group.
Over the past year alone the agency has increased its turnover by 44%, opening three new offices in London, Amsterdam and Sydney.
Edwards – who spent five years at Bauer Media before joining Callcredit ten months ago – said: “90% of all data has been created in the last two years. But not all data matters. There can be a lot of wastage. And clients are currently wading through the deluge. So we want to swap the usual telescope approach for a microscopic view.
“Ultimately our role is to understand the connected consumer, creating conversations rather than just broadcasts so we can help close the gap between brands and their audiences.”
Intermarketing managing director Nickii Gray added: “As an agency, we’ve got 30 years’ experience using data to direct our award-winning creative and marketing campaigns. So formalising an analytics team in-house, and welcoming some new brains into the agency, is a natural evolution for us. We’re really excited about the ever-increasing ability to blend science with creativity, enabling us to talk to our customers’ customers in the most compelling ways.”

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