The Salocin Group is launching a standalone media agency by spinning off a team from its first acquisition, Edit, as part of its long-term plan to build of a data-powered marketing services group.
The company, set up by former Lateral Group and Blueberry Wave chief Nick Dixon, aims to focus on five pillars: media optimisation, marketing technology, CRM, analytics, and content development.
The new agency, dubbed Join the Dots, will be headed up by managing partner Ben Briggs (pictured), and deliver data-led media planning and buying for existing clients, including The Salvation Army, RSPCA, Mars Petfoods, Sky and BT.
Working across sectors such as retail, utilities, financial services, and not-for-profit, it will be based in London and Bath. It is claimed the agency already has close to 25 years of media and campaign management expertise, with a leadership team well-versed in scaling profitable marketing businesses.
The restructure is designed to allow both Join the Dots and Edit to maintain focus on their core competencies: Edit on helping clients maximise the value of their first-party data and customer retention; Join the Dots on the profitable acquisition of new customers based on insight.
Both will continue to work closely together, as well as collaborating on major marketing, data, and digital transformation programmes for both private and third sector clients.
Dixon said: “The high performance of Edit’s media team really impressed me. Becoming Join the Dots gives them the opportunity to have their own voice, and concentrate on what they deliver best, bespoke channel-agnostic media planning and delivery that thrills their clients with amazing results.
“Their addition to The Salocin Group is part of building out the media optimisation pillar in our planned expansion to achieve connected customer experiences through the entire marketing funnel.”
Briggs added: “The marketing industry continues to evolve at a rapid pace, and it’s become full of buzzwords, jargon, and meaningless metrics. To me, Join the Dots means simplicity and creating connections.
“Dots, like data, on their own are meaningless, but it’s when you start to join those data dots together, turning that data into insight, you start to bring those dots to life. Connecting audiences to communications channels, online with offline, acquisition to retention, and analogue with digital to drive better business outcomes.”
The move follows last week’s appointment of former Proximity and Ogilvy chief Mike Dodds as an advisory board director to The Salocin Group.
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