Wunderman UK is beefing up its data operation by integrating its existing resource into WPP-owned subsidiary KnowledgeBase Marketing (KBM) Group, which has hired former Broadsystem boss Caroline Worboys to head up the combined business.
The move builds on a model established in KBM Group’s Paris operation last year, and is expected to be repeated in other markets.
It also sees the establishment of the Wunderman Group, including digital agency Blast Radius, online optimisation agency ZAAZ, KBM and Wunderman. In addition to working with the Wunderman Group, KBM will also have its own client base.
Wunderman UK chief executive Brendan Tansey (pictured) said: “Data optimisation and data analytics are increasingly important to the success of our clients’ marketing strategies. Direct marketing has always relied on one-to-one connection with consumers and has always been informed by data, but today, vast amounts of data that must be sorted through, analysed and connected in a meaningful way to a customer’s needs and preferences. KBM’s comprehensive knowledge of data and data optimisation is a valuable asset to Wunderman and to our clients.”
Worboys (also pictured) started her career in 1991 at Colorgraphic, the print firm, before setting up her own data marketing business, HDM Worboys in 1995. After building the company into a £2.2m-turnover business, she sold it to News International in 1999.
As part of the deal, Warboys joined NI and integrated her company with ADS, Omnimedia and Ebquita to form Broadsystem, which became a customer management business, delivering multi-channel customer contact strategies.
In December 2007, Worboys oversaw the sale of Broadsystem to Callcredit, joining the company as managing director of its marketing solutions division. She left when it was sold to venture capital firm Vitruvian Partners in June 2010.
KBM chief executive Gary Laben said of Worboys’ appointment: “Caroline has a superb track record in bringing highly effective data-based marketing solutions to the companies and clients she’s worked with, including an understanding and appreciation of how data is integral to customer intelligence and successful customer engagements. In addition, her energy, creativity and foresight have contributed to her industry leadership.”
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