M&C poaches Accenture chief for data agency Fluency

mc_chau2M&C Saatchi Group has confirmed the launch of its data consultancy, M&C Saatchi Fluency, with a pledge to end “data snobbery” and bring greater access to data and insights throughout organisations.

Plans for the new agency were first revealed in the M&C relaunch strategy, announced late last month, and it will be led by chief executive Frisco Chau, who joins from Accenture Interactive, where he was leading data strategy for its UK interactive division.

Prior to that, Chau held senior roles at Infosys, Adidas, Ogilvy and MassMedia Studios UK and during his career has led numerous data driven and digital marketing transformations for brands including Maserati, GSK Consumer Healthcare, Pandora and Arla Foods.

Chau, who also assumes the role of chief data officer for M&C Saatchi Group, is joined at the helm of Fluency by M&C Saatchi data veterans and brothers Mike and Tim Spencer, who become chief operations officer and chief strategy officer, respectively.

The group claims Fluency will “cut through the complexity surrounding data” and offer payment-by-results, as part of a commitment to help clients transform data into the fuel needed for sustainable growth.

Fluency will combine data science with the art of asking powerful questions, using a proprietary questioning framework which aims to ensure valuable, strategically focused outcomes directly addressing clients’ business problems.

Its partnership-driven, “academically proven AI ecosystem” will power four core data platforms: ‘Intelligence’, ‘Decisioning’, ‘Activation’ and ‘Measurement’.

Fluency launches with clients including the United Nations and luxury goods brand LMVH, along with one of the world’s largest online retailers and a leading global sports franchise, whose identities are being kept under wraps.

Chau said: “We’re thrilled to launch Fluency to the world and set out on a journey to transform our clients’ growth prospects. We’ll destroy data snobbery, democratise access and be obsessed with the outcomes our clients need to see – removing data from the hands of just a few to connect audiences, brands, creativity, media and platforms more effectively through integrated insights.

“We’re deeply privileged to work with amazing founding clients and look forward to bringing the power of data fluency to those seeking sustainable growth.”

M&C Saatchi chief executive Moray MacLennan added: “Data is a core capability fuelling M&C Saatchi’s commitment to navigate, create and lead meaningful change for our clients. It drives better insights, smarter strategy, more relevant creative, and stronger ROI. The launch of Fluency will allow us to use data at even greater scale and speed across the group.”

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