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Poulter Chemistry

Former Poulters boss returns with Lode agency


By The Drum Team, Editorial

February 20, 2010 | 4 min read

Rivett-Jones joins up with former partners to launch evidence-based marketing outfit Lode.

The new London-based creative agency, called Lode, has been launched by Rivett-Jones, Andy Perillo and Fran Perillo after a two year earn out period with Chemistry concluding in 2005 saw them each pursue different interests. However, a shared belief that there is a gap in the market for a new type of marketing entity that uses evidence-based marketing to deliver better results for clients was the catalyst for them to get back together.

While at MWL the partners worked with clients such as Unilever, Nikon, Loctite, Philips and Nestle. Following the two year earn-out period, the trio have each pursued new interests.

Andy Perillo said: “We’ve witnessed fundamental changes in the agency landscape. The past five years have been hard on marketing agencies. Clients want more for less but this often results in a dumbing down in the way agencies produce work, less thinking time, less creative time and rarely insight led. The results are that neither the client nor the agency is happy. We’ve created Lode to thrive on these changes. Lode combines the energy and creativity of an agency with the intimacy and upstream thinking of a consultancy.”

Rivett-Jones added: “All too often, marketing decisions are being based on obsolete knowledge or just past experience. However, sometimes that experience isn’t applicable to a new situation. We advocate using business and customer intelligence to pinpoint the most profitable marketing strategies, using hard evidence to reassess old assumptions and ideas, instead of just going on intuition.

“Lode’s evidence-led approach creates a truly 3D view of the customer and the brand. From customer workshops and data analytics to online tracking and sales process mapping we use a variety of different tools to discover customer and brand truths,” continued Rivett-Jones. “We bring clarity and certainty to marketing and creativity resulting in powerful brand-building campaigns across any media platform.”

Fran Perillo added: “Another key change has obviously been the role digital now plays in our lives. We believe in a balance between the traditional agency skill-sets and the new demands of the digital marketplace. Digital is transforming the way people interact with brands and each other, but psychologically, the buttons pushing their needs, fears and desires are right where they’ve always been.”

Fran continued: “The challenge for agencies is how to navigate these technological changes in ways that help us hone and deliver messages more effectively to these psychological certainties. The answer lies in evidence and understanding.”

After Chemistry, Andy Perillo bought call centre business MBO from Havas. In 2006 he sold MBO to Moonriver Group and joined their organisation. Since then Andy has launched another call centre based business and an online financial services company. He previously held senior positions at Ciba Geigy, Loctite and EWA.

Rivett-Jones joined Poulters from Chemistry in 2005 as a director and co-owner before exiting in 2007 following the sale of the agency to Bezier. He has since been Non-Exec Director at Digital Therapy as well as running The Data People, a data planning consultancy. He previously held senior positions at Joshua, Grey Direct, GGT Direct and EWA.

After exiting Chemistry, Fran Perillo concentrated on developing his creative writing and screenwriting skills. He also worked as a creative independent directly for clients such as BT and Hildon Mineral Water; as well as with the creative departments of many leading agencies.

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