REaD Group name axed in Sagacity Solutions rebrand

REaD Group, one of the UK’s best known data marketing and insight brands in operation since 1991, has been rebranded Sagacity Solutions just two months after the buyout which saw founder Mark Roy exit the business.

Sagacity was launched in London in 2005 by siblings Anita and Harry Dougall, along with Malka Townshend, and has built its business by providing data solutions predominantly to the utilities, telecoms and financial services sectors.

It helps clients to solve business challenges, reduce bad debt, increase margins, and optimise value; customers include Southern Water and M6 Toll road owner Midland Expressway.

Following the deal, signed in October, the business was initially referred to as “REaD Group, a Sagacity company” but has now undergone a complete rebrand, including a revamp of its website which has been merged with Sagacity’s.

REaD Group’s senior team, including CEO Jon Cano-Lopez, REaD Group Insight managing director Scott Logie, client services director Dean Standing and general counsel Jo McEachern, have all transferred to Sagacity and sit in the management team at director level.

The combined business will provide what it claims will be “an intelligently informed customer lifecycle proposition which starts from customer prospecting and marketing to customer management, billing, collections and retention over the lifetime of the customer and beyond”.

In response to the rebrand, Sagacity co-founder and CEO Anita Dougall told Decision Marketing: “We are all delighted to be working as part of the Sagacity brand, given our focus on integrating the two companies since the acquisition in October 2022. It is such a unique opportunity to join two companies with the same values whilst offering complementary but different solutions to help solve complex business challenges.

“It has been great to see how quickly teams have integrated and started working together as one business, and how much of a difference we have already been able to make to some of our existing clients. The collaboration has allowed us to make the rebrand happen quickly and efficiently whilst maintaining our high level of client satisfaction.

“Now we are concentrating on delivering a unified proposition for our clients, providing intelligent and informed decisions for marketing, billing, collections, and retention, underpinned by our advanced analytics and machine learning. Our now enhanced solutions will continue to allow our clients to provide their end customers with the best customer experience possible.

“It really has been a brilliant unification of two outstanding businesses, and we’re all excited for the future of the one business, Sagacity.”