TDA chiefs unite for consultancy

Three former TDA chiefs have joined forces to launch consultancy GillFoxJames, designed to offer clients strategic marketing ‘thinking’ by working alongside existing agency relationships.
Neil Fox (pictured) co-founded TDA in 1996 and led its strategic planning before selling out in 2006. After a three-year sabbatical, he returned to the agency to once again lead the strategic planning, and was involved in winning and developing key accounts.
With a background in media he has over 20 years’ experience in marketing and has developed highly successful brand, marketing and loyalty strategies for some of the UK’s best-known brands.
Adrian Gill founded digital agency V2, which he sold to TDA in 2008, and has worked with a wide range of clients from BP to Co-operative and Cancer Research UK.
Darren James led technical development for both V2 and TDA before co-founding GillFoxJames. With a background in mainframe database work, Darren led the formation of the digital division of Triangle Communications. He played a major role in TDA’s appointment as Zurich Life’s main digital agency in 2010.
The consultancy has already signed two clients and continues to lead the strategic work on some TDA business, including both Zurich and Lloydspharmacy.
Fox said: “We have developed an approach to businesses that systematically reveals areas of marketing than can be exploited to deliver increased profit. We call it ‘return optimisation’. Focusing the business purely on the thinking, it means we don’t have a need to direct clients into revenue-generating areas of a more traditional agency such as media, creative, production etc.
“It means we can be objective and essentially non-competitive – rather working alongside existing agency relationships to help improve performance across all areas of marketing. Our fundamental aim is to raise marketing as a discipline to the very highest level of a company’s focus – to ensure that marketing is seen to and can be measured to play a central role in driving the performance of business.”

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