Member Article

Intermarketing Agency launches new data and CRM offering

Leeds-based creative integrated agency Intermarketing is launching a new data and analytics offering and bolstering its CRM capabilities.

The offering will bolster the agency’s existing analytics capabilities, enabling clients to maximise customer engagement and deliver more ROI-driven creative strategies. The new, 12-strong team will be led by new channel strategy director, former Callcredit and Bauer Media manager, Rob Edwards, and include the agency’s new head of CRM, ex Wunderman data strategist, Andrew Ananth.

Providing data, insight and strategy as well as data analysis, the service is positioning itself as an antidote to the current Big Data deluge, offering clients the chance to demystify, humanise, simplify, hone and make better use of their relevant data. Tools include econometric modelling 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.

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

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

Rob Edwards explained: “90% 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.”

Nickii Gray, Intermarketing managing director, 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.”

This was posted in Bdaily's Members' News section by Emma Chaplin .