Blueberry Wave chief executive Nick Dixon has left the business to pursue his next venture and quench his seemingly insatiable thirst for deal-making, some 20 months after he sold a majority stake in the company to marketing execution giant HH Global.
Dixon first joined Blueberry Wave in December 2016 after his investment firm Veriteva – set up with business partner Rick Taylor in 2014 – bought a majority stake in Cirencester-based data company.
Within weeks, Dixon had drafted in Steve Mattey, the co-founder of insight consultancy Tree and former VCCP Me chief, as head of operations and set course for a major expansion drive.
The company then opened a London office, secured a raft of new business and launched its own engagement platform, OmniFuse.
Dixon’s expansion plans were further boosted when HH Global came knocking on the door in February last year and handed over an undisclosed sum for a majority stake in Veriteva, paving the way for Taylor to retire and Dixon to take on even more work.
The deal allows HH Global to tap into Blueberry Wave’s data and analytics expertise while giving the latter access to HH Global’s creative execution, print procurement and tech capabilities.
Since then, Blueberry Wave has witnessed further expansion, opening international offices in San Francisco and Hong Kong.
Dixon’s departure sees co-director and shareholder Mattey take over the helm at Blueberry Wave as chief executive. He said: “I wish Nick all the best in his new ventures, it’s been a pleasure working with him for the last four years. We are now embarking with HH Global on the next stage in our growth at Blueberry Wave and I am looking forward to the challenges ahead.”
Blueberry Wave’s managing director is Neil Evans; he joined in December last year as business growth director.
The management shake-up coincides with Blueberry Wave signing a partnership with audience engagement platform 3radical to provide a new range of interactive digital experiences for brands and their consumers through so-called “earned media”.
Launched in 2012 by former Alterian chiefs David Eldridge and Mike Talbot, who are now chairman and chief visionary at the business, 3radical’s main focus is its Voco audience engagement platform.
Built using the “motivational and game science mechanics”, the platform uses these experiences to encourage consumers to share their data, preferences, and further information based on transparent, mutually beneficial value exchanges.
The company claims that the platform can be implemented for prospect acquisition, customer retention, earned data capture and gamified learning. 3radical’s client list includes Admiral Insurance, DBS Bank, Casual Dining Group, Zizzi, and Foxy and Kitty Bingo.
Evans said: “Our brand clients recognise that data is at the heart of their ability to serve their customers and now, more than ever, we need to be looking at new and engaging ways to earn directly provided data through engaging brand experiences for consumers.
“3radical’s Voco platform gives us the opportunity to orchestrate incredibly compelling experiences for our clients that build trust, provide a value exchange to the consumer and earn data.
“In 3radical we have found a team and technology at the forefront of enabling brands to earn their own data and which offer the combination of experience, capability and scale in a simple, yet comprehensive way. As we continue to increase our digital marketing services offerings, we are confident, 3radical’s Voco audience engagement platform will extend the value we bring to our clients.”
3radical CEO Michael D Fisher added: “Ethical data capture, collection, and utilization is at the forefront of many brands’ data strategies. The partnership between 3radical and Blueberry Wave addresses the needs of an ever-changing consumer climate by bringing together best-in-class marketing engagement services and technology to deliver powerful and connected experiences with the earning of their customers’ data serving as that foundation.”
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