Red Brick Road has recruited Oliver head of data planning and analytics Claire Aldous to spearhead a new data division – dubbed Emerald – in a move the agency says is designed to help brands uncover hidden value in their data.
Aldous (pictured left) has been at Oliver since 2016, following chairman Sharon Whale from Proximity London, where she worked for nearly a decade on brands including BMW, John Lewis, and Disney.
She started her career at Royal Mail, as a key account manager with the biggest travel companies in the UK, including Virgin Altantic, before switching to Mazda. Aldous then moved agency side at Mr Smith and joined Proximity London as data director in 2007, where she ultimately became director of data and analytics.
Aldous will be a shareholder in Emerald and will be supported by Red Brick Road data planner Victoria Launer, who is moving over from the main agency to the new venture.
As well as working alongside Red Brick Road on shared clients, Emerald will also pitch for its own accounts.
Red Brick Road chief executive David Miller (pictured right) said: “Extracting real value from data takes more than machines, it requires a human lens.
“Anyone who knows Claire knows that she is the best in the business at uncovering the hidden commercial and business value within complex data. She finds value, where others can’t, and best of all, she makes data transparent and truthful.”
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