The Female Lead, the organisation set up by Edwina Dunn in 2015 to increase the visibility of women’s success stories and to offer girls a wider selection of role models, is launching a data-driven marketing agency to help brands understand what shapes women’s decisions.
Tandem is based in Notting Hill, West London, and will use data and insights from The Female Lead’s online community of nearly 9 million women to “deliver campaigns that are culturally resonant and commercially impactful”.
The agency will be co-led by Female Lead executive director of brand partnerships Nicki Le Masurier and chief data and insights lead Rowena Humby, who co-founded and still runs Starcount with her business partner Michael Reed.
The agency describes itself as “as much data scientists as we are storytellers” and plans to work with brands on purpose-driven campaigns, creative production, and influencer partnerships.
It will target clients across a variety of sectors, including beauty, fashion, wellness, tech, and entertainment, while revenue from the agency will help fund the educational charity work of The Female Lead, which includes providing books and resources to schools worldwide.
Edwina Dunn (pictured centre with the Tandem team) has been one of the most high profile data science professionals and a passionate advocate of female empowerment for nearly three decades, having co-founded DunnHumby in 1989 with husband Clive Humby. Initially the firm built bespoke marketing intelligence for the retail sector but in 1995 signed the deal of a lifetime to launch the Tesco Clubcard programme. The supermarket took a majority stake in DunnHumby in 2001, and the pair sold their final 10% stake at the end of 2010.
In 2013, Dunn and Humby joined the board of analytics firm Starcount as executive directors and took a “significant minority equity stake” in the business. Dunn founded The Female Lead in 2015 as a not-for-profit organisation; it now operates a global online community.
Both Dunn and Humby will be directors of the new agency.
In LinkedIn, the company stated: “The Female Lead knows what it means to be a woman today, at every age and stage. Women drive the majority of purchasing decisions and influence industries from finance to fashion, yet brands still get it wrong. That’s where we come in. We help you understand what shapes women’s decisions.
“Tandem connects ambitious brands to one of the most engaged female audiences on the planet. We transform cultural influence into measurable impact through data-led storytelling, talent and influencer partnerships, purpose-driven campaigns, creative production, and media impact.
“We blend the editorial authority of a global platform with the rigour of data-driven insight, delivering campaigns that are culturally resonant and commercially impactful.”
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