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Intermarketing Agency appoints Rob Edwards to lead new data and CRM offering

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By Michael Feeley | Founder and chief exec

June 30, 2016 | 2 min read

Former Callcredit and Bauer Media manager Rob Edwards has joined Intermarketing as the agency’s channel strategy director.

Edwards will lead a newly-formed 12-strong team (including the agency’s new head of CRM, ex Wunderman data strategist, Andrew Ananth) provide data analysis, insight and strategy to help clients “demystify, humanise, simplify, hone and make better use of their relevant data”, according to Nickii Gray, Intermarketing's managing director.

The new team will be working alongside Intermarketing’s existing 136 staff based in London and Leeds, adding value to the agency’s client portfolio which includes adidas, British Red Cross, Virgin Trains, Bupa Global and the Shop Direct Group.

Gray said: “As an agency, we’ve got 30 years’ experience using data to direct our award-winning creative and marketing campaigns. So formalising an analytics team in-house, and welcoming some new brains into the agency, is a natural evolution for us. We’re really excited about the ever-increasing ability to blend science with creativity, enabling us to talk to our customers’ customers in the most compelling ways.”

Tools include econometric modeling to guide brands to their individual optimum channel mix and spend. Up-and-coming regulatory challenges over third party data usage will also be addressed as, over the long term, the agency will look to enable marketers to understand and grow their own first party data capabilities.

Rob Edwards said: “90 per cent of all data has been created in the last two years. But not all data matters. There can be a lot of wastage. And clients are currently wading through the deluge. So we want to swap the usual telescope approach for a microscopic view. We’ve launched Intermarketing’s new data, CRM and analytics offering to make big data work smarter, turning analysis into harder-working insights and more meaningful ideas which target customers more effectively. Ultimately our role is to understand the connected consumer, creating conversations rather than just broadcasts so we can help close the gap between brands and their audiences.”

The launch is part of Intermarketing’s ambitious growth strategy which, in the last year, has seen the agency increase its turnover by 44 per cent, open three new offices in London, Amsterdam and Sydney and complete a digital and web development acquisition.

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