Occam and Amaze unveil start-up

St Ives Group companies Occam and Amaze have revealed their joint venture – first unveiled in December – will be a new direct marketing agency start-up, dubbed Amaze One.
The agency will take on the likes of Lida, AIS London, Kitcatt Nohr and Partners Andrews Aldridge in the so-called “customer engagement” space.
Speaking exclusively to DecisionMarketing, Amaze One managing director Neil Evans (pictured) – who will also retain his post as MD at Occam – said it had been a long-term ambition to set up an agency operation to break down the silos of traditional CRM processes.
Amaze One claims it will provide insight-driven creative communications by blending data and digital disciplines to engage customers and deliver long-term, profitable relationships for clients. But its senior team is at pains to stress that it will be channel agnostic, using a mix of both traditional and digital activity.
Evans said: “The market has a range of CRM agency offerings, but few are able to translate ideas into the delivery of brilliant customer experiences. We aim to blend on- and offline information, linking data and digital expertise to harness ideas and ambitions. In turn, this will build lasting, profitable customer relationships for our clients.”
The agency already has 35 staff based across three sites in London, Manchester and Bath. Launch projects include work from existing Occam and Amaze clients.
Evans will be supported by a board including practice director Dougy Watt, Amaze chief executive Natalie Gross, and Amaze Communications MD Sandra McDowell.
Creative will be headed up by Amaze creative director Paul Normington, who will eventually become the start-up’s dedicated chief. Meanwhile, Barclaycard head of marketing content Sarah Hooper has been appointed planning director. There is also a major recruitment drive in place.
Occam and Amaze will continue to operate as separate businesses in their own right, as well as collaborating with other St Ives Group companies.
Gross added: “Amaze One has been in development for some time and we’re delighted to hit the ground running. The agency’s unique mix of know-how in data and technology, and creative and production services, makes us out of the ordinary: driving real meaning from information to nourish valuable and long-term customer engagement.”