Customer data science business Outra, led by former DunnHumby boss Simon Hay and ex-Wunderman and Callcredit chief Caroline Worboys, has become part of the independent agency collective Harbour, set up by adman Paul Hammersley last year to take on the might of the large agency groups.
Outra will be the first data business in the collective – which also includes Soul, Oliver, Hope & Glory, Goodstuff and Digital Natives – and the deal is designed to make customer insight, underpinned by deep learning, more accessible to independent agencies and their client portfolios.
Outra was launched in 2016 by Giles Mackay, who sold his property market analytics company Hometrack to Zoopla for £120m. The firm combines clients’ data with its own proprietary data, using advanced modelling, analytics and real-time opinions to help companies understand who their customers are and what influences them for micro-targeting purposes.
In addition, Outra also offers a consultancy service to help clients navigate new legislation, including GDPR and the forthcomng ePrivacy Regulation.
Worboys joined the business as chief operating officer in July last year, Hay started one month later after 25 years with DunnHumby.
Hay said: “Harbour is the perfect fit for us. A place where everyone is independently a leader in their field but also with the desire of collaboration to engender better marketing. The existing members of Harbour pay testimony to the credibility of the collective and we are delighted to be involved.”
Hammersley added: “Harbour fulfils a growing need in the market. The client desire for synergy and scaleability but not at the cost of creativity, independence and expertise. Harbour brings all the benefits of a network without the negatives. We are delighted to welcome Outra into the fold and believe that their expertise will help our members deliver even more effective and insightful marketing strategies and campaigns.”
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