MediaCom UK is launching an integrated data practice, a dedicated team of cross-agency specialists designed to deliver clients a comprehensive data-led service across the digital and analytics landscape.
Spearheaded by head of data practice Owain Wilson, head of growth Oliver Betts, head of strategy Iulia Cioara, and a soon to be appointed head of product and partnerships, the 16-strong team will aim to provide the expertise, advice and planning needed to ensure MediaCom’s UK clients make the most of their data.
This will include tapping into expertise from across MediaCom and the wider GroupM and WPP organisations’ existing practices to deliver revenue for clients through data-driven products, services, and solutions; improved campaign effectiveness and efficiency through data-driven tactics, and greater data growth, control, privacy, ethics and sustainability.
Designed to complement MediaCom’s Google, social media and ecommerce practice, the launch is part of the agency’s ongoing digital commitment. As client challenges continue to adapt and services become increasingly complex, the community of experts will unlock a new level of support and help to scale the use of data across the client base, MediaCom insists.
Owain Wilson (pictured) said: “The launch is all about helping brands win on digital platforms through unlocking maximum value out of their own data. These platforms write the rules, and it is their data, technology, inventory, algorithms and measurement which determine much of the success of our clients.
“However, we believe brands’ first-party data is the superpower to win and grow in these platforms, and that by understanding how best to utilise it we can maximise revenue and opportunity for them.
“By bringing our expertise under one roof, we can ensure our clients are maximising their use of first-party data, and leveraging our new skills and capabilities across the whole customer journey to deliver against their business objectives.”
The launch of the data practice follows the merger of MediaCom and Essence to form EssenceMediaCom.
MediaCom UK chief executive Kate Rowlinson commented: “We’re incredibly excited to launch this initiative to continue to drive our digital-first strategy and reputation – and I’m immensely proud of the team we have put together to lead this practice.
“As we head towards a more privacy-first and platform-centric world it’s imperative we give our clients the tools they need to succeed by connecting all the dots and comfortably setting them up for a data-driven future.”
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