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Digital Annexe adds to senior team with appointment of Patrick Birbeck as head of analytics

Following the recent appointment of Darren Groucutt as its new creative director, digital marketing agency Digital Annexe has further boosted its senior team with the addition of Patrick Birbeck as head of analytics.

Digital Annexe's new head of analytics Patrick Birbeck.

Birbeck previously worked with drinks firm SABMiller as its global digital analytics manager and has also held analytics-focused posts at LBi, BskyB, News International and

Digital Annexe managing director Sean Singleton said: “Digital Annexe is all about driving innovation to create business impact and the most effective way to do this a data-driven approach. That is why Patrick has joined DA at a crucial time as we focus more on more on delivering growth and success for our clients".

Speaking of his appointment, Birbeck said: “I chose to join Digital Annexe (DA) because of the huge amount of potential in the agency. It is a well-established organisation but one that has not lost a pioneering sense of the quintessential digital start-up. That pioneering combined with the capability to turn ideas into something of real value made it an easy decision to become part of the DA team.

“Analytics in the real world is often a dirty and confusing affair because getting it right is always more than just dropping technology onto a page and building reports off the data surplus. It is sometimes a case of being able to get a client to invest, emotionally as well as professionally, in a great idea. The analytics market now has to deliver on promises that have been made, mainly by tech vendors, over the past few years and I want to help our clients to benefit from that.”

Digital Annexe’s clients include Mercedes Benz, Massey Ferguson and male cancer charity One For The Boys.