J Walter Thompson London is beefing up its data-driven marketing offering by signing a major in-house deal with Blueberry Wave, just nine months after Nick Dixon’s Veriteva venture invested in the data agency.
As part of the new alliance, staff from Blueberry Wave will be located in JWT’s London office and be integrated across all areas of its existing services, including CRM, social and content, digital technology, and shopper marketing.
The move means JWT can now deliver clients a data-driven, single customer view and offer data services such as customer profiling, segmentation, predictive modelling, business modelling and customer journey mapping.
Dixon and business partner Rick Taylor launched Veriteva in November 2014 and took a stake in Blueberry Wave – which launched in 1999 – in December last year.
The acquisition was the first stage of Veriteva’s plan to build an entrepreneurial group of “best-in-class” companies using a range of multi-channel disciplines with data and analytics at its core.
Within days of the deal, Blueberry Wave drafted in co-founder of insight consultancy Tree and former VCCP Me chief Steve Mattey as head of operations.
Since then it has grown to nearly 60 data and one-to-one specialists, with offices in London and Cirencester.
Dixon, who has worked in the DM industry for over 30 years, said: “We are delighted to be working with JWT London and its clients using this new in-house partnership model. It creates a new chapter in the growth of Blueberry Wave and allows us to embed ourselves culturally in-house at one of the world’s leading agencies.”
JWT chief executive James Whitehead added: “This partnership is about us giving further emphasis to putting the customer at the heart of the experience, with sharper insights and creative. Ultimately this allows us to increase the value for brands all the way through the experience.”
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