Sagacity seals data-powered partnership with Medialab

Data solutions specialist Sagacity has signed a partnership with independent media agency Medialab to deliver joint products, while enhancing existing services, with the ultimate aim of boosting clients’ personalised, data-driven marketing campaigns.

Sagacity has significantly expanded its portfolio of data products and services following its acquisition of data marketing and insight agency REaD Group in October 2022, helping to drive deeper customer insights for clients.

Equally, Medialab has also more than doubled in size, which it argues demonstrates the value of its data-driven approach to media planning, execution, and measurement.

By joining forces, the companies claim that clients – which include some of the country’s leading brands – will be empowered to make decisions that are driven by the intelligent use of data; ensuring every consumer is treated like an individual.

The duo insist that clients will benefit from access to more campaign channels and better measurement tools. Sagacity’s clients will be able to extend the highly responsive and targeted campaigns they already run into more digital channels – such as TV, Instagram, and YouTube. Clients will also benefit from Medialab’s Apollo tool, which provides real-time data to better measure campaign performance.

Through access to Sagacity’s consumer and geographic data, Medialab will also enable clients to target certain demographics more precisely. Examples of these datapoints include information on customer interests, what issues resonate with them, who they live with, wealth and health, affordability and indicators on household spend.

In addition, the companies are working on a repermissioning programme to help brands gain clarity on what contact permissions they have for different media channels. The product would assist brands to gain permissions across more channels and aid with compliance.

Sagacity chief commercial officer Scott Logie (pictured, right) said: “Brands are feeling the pinch from increased competition and tighter marketing budgets. This partnership will ensure that all campaigns deliver on investment, by using data to reveal who brands should target, and how to do so.

“Medialab is a longstanding trusted partner, and by formalising our relationship we will work closer together to help our clients meet their long-term goals.”

Medialab co-founder and CEO Marcus Orme (pictured, left) added: “As an independent agency, the only driver for our media choices is the data – which we turn into valuable, actionable insights for our campaigns.

“Access to Sagacity’s rich consumer datasets will empower our clients to understand their customers on a whole new level, so they can make more confident decisions about where to focus marketing resource.”