Creative agency Grey London has partnered with WDMP to launch a new direct marketing and CRM division called Grey Response.
The new division will be centred around data science, conversion analytics, customer experience planning, programmatic and demand generation. It launches with three founding clients in Vodafone UK, Fidelity and Marks & Spencer.
As part of the partnership, WDMP’s data science unit, The Science Dept, will provide a full suite of data-driven services and tools to Grey Response’s client base. These include its one-to-one communication that delivers personalised messages to consumers, based on predictive modelling and with a high level of automation.
Grey Response will be headed by Wayne Brown, chief operations officer of Grey Group UK, and will be led by a senior team comprising of Nathan Gainford, Cressida Eatson-Lloyd, Tim Hopkins and Laura Castrillo.
Discussing the new division, Brown said: “Grey Response is perfectly formed to capture the fame we create in culture for our clients and make it work at a deeply personal level. The team bring with them impeccable credentials, but importantly they are ambitious and share our collective vision. They are already breaking new ground in programmatic advertising and delivering double digit improvements in performance.”
Gavin Wheeler, chief executive at WDMP added: “For some time now WDMP has been pioneering the scientific use of data across digital, social and direct to drive the performance of client campaigns. Harnessing this to Grey’s renowned creative and engagement capabilities will drive a transformational shift in the nature of responsive communications.”
The team will be supported 12 new hires across creative, strategy, account management and data planning, as well as the full team at WDMP.