Wunderman data strategy chief defects to Armadillo

Andy_Wunderman Thompson data strategy director Andrew Terry has become the latest agency professional to ditch the capital for the regions to become head of strategy at Bristol-based CRM shop Armadillo, working across its client base of McDonald’s, Disney and Carnival UK.

Terry started his career in the list broking industry, working at DLG, Dudley Jenkins, D&B and Harte Hanks before joining Newsquest in 2015 as a data and marketing specialist.

He switched to Wunderman just over a year later as lead data strategist and took on his most recent role when WPP merged the agency with JWT in December 2019.

While there, Terry spent three years working across the Shell Drivers’ Club globally, and two subsequent years on Wunderman’s multi-million-pound BT account.

He also trained up the global team and worked across a wide range of different international markets, optimising the model to be as efficient as possible. Terry was responsible for using data to inform personalisation and measurement; loyalty and membership benefits being at the forefront of his role.

With in-depth knowledge of data acquisition and optimisation, social and digital data strategies and CRM data optimisation, Terry’s career has spanned the B2B and B2C sectors.

In his new role, he will work across all Armadillo accounts with a focus on putting data at the heart of decisions made for customers, using data creatively to change customer behaviour and deliver unrivalled ROI; reaching the right people, the right way at the right time.

He joins the likes of client services director Steve Jefferys and former strategy director Fiona Craig – who Terry succeeds – both of whom worked in top London agencies before moving down to the South West.

Armadillo CEO James Ray said: “With the rapid growth trajectory of Armadillo, we value outstanding strategy at the heart of all of our campaigns. From the moment we met Andrew we were blown away by his passion and enthusiasm for results-driven strategy. His vast experience and knowledge were exactly what we were looking for and we’re thrilled to welcome him to the team.”

Terry added: “The people at Armadillo are very, very good at what they do. Their long-lasting relationships with big name clients are a fantastic indication of just how strong they and their operations really are. It’s an incredibly exciting time to be joining the agency.

“Like most of the UK over the last 18 months I’ve established a relationship with more new brands than ever before and this presents a huge opportunity for brands entering the CRM space. CRM is a big, big world but Armadillo is at the forefront.

“They have the unique ability to pull people together and form teams around the client with remarkable pace and effectiveness. Armadillo is a fantastic blend of passion and enthusiasm; skill and talent and I can’t wait to dive in.”

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