The Brandtech Group, the $4bn marketing company founded over a decade ago by former Havas global CEO David Jones, is launching a new global data and AI practice that pools existing expertise across agencies Fifty-five, DP6 and Jellyfish.
Brandtech Data brings together more than 500 specialists across 22 countries, representing more than $100m in revenue, with the aim of helping clients use their data more effectively across creative, media, customer experience and measurement.
The existing Fifty-five, Jellyfish and DP6 brands will remain in place, but Brandtech Data will be an umbrella brand providing the global framework to bring their capabilities together and make it easier for clients to access the right expertise globally.
The capabilities now brought together in Brandtech Data have already delivered significant results for major global brands through companies across The Brandtech Group.
Recent work includes increasing ecommerce revenue for Salomon by 83% through AI-powered Google Shopping optimisation; delivering $4.5m in savings for TotalEnergies through AI-powered Marketing Mix Modelling; and increasing average search profit for John Lewis (pictured) by 20% through real-time data collection and optimisation.
The new division will be led by Will Heins as CEO and Pierre Harand, co-founder and CEO of Fifty-five, as president. Both will retain their existing roles.
David Jones said: “We always say to our clients that if they want to do AI well, they have to start with data. Global companies already have enormous amounts of data, but too often it’s fragmented across different platforms, markets and teams and isn’t ready to power AI.
“Brandtech Data brings together our experts around the world to solve that problem and, crucially, connect the data directly to execution. In the AI era, you don’t need to own more data for the sake of it. You need to be much better at putting the data you already have to work.”
The launch is designed to strengthen the role of data within Brandtech’s end-to-end AI Transformation offering, helping clients move from AI strategy to implementation and measurable business outcomes.
The practice will focus on the four core areas of AI transformation; personalisation and customer experience; measurement and decisioning; and data and technology foundations.
The practice connects data expertise with the group’s wider creative, media and technology capabilities, including Pencil and Oliver, in a move which aims to make it easier for clients to access the right expertise across data, creative, media and technology.
Heins said: “Most brands don’t need more data. They need to get much more value from the data they already have. Brandtech Data brings together the people and expertise to help them build the right foundations for AI and then connect those foundations directly to marketing and growth.”
The new practice also brings together expertise across the Google ecosystem, one of the group’s largest global tech partnerships. It will provide clients with Google Marketing Platform services alongside the technical, measurement and consulting expertise needed to get more value from their marketing technology investments.
Harand concluded: “Brands increasingly need to connect data, measurement and AI to real business outcomes, and they need partners who can do that at global scale. We’ve already seen the impact of our teams joining forces. Brandtech Data is about taking that to the next level.”
Related stories
WARC adspend forecast: The era of ‘super intelligence’
Global adspend to hit $1.34trn as AI goes gangbusters
H1 digital spend tops £21bn as retail and video clean up
IAB UK: Govt must act so digital sector can top £242bn
AI-driven advertising spend set to reach £18bn by 2030
Rise of agentic web ‘demands major marketing rethink’
Be the first to comment on "Brandtech unleashes 500-strong data and AI division"