The Publicis group is launching a new company to boost the
effectiveness of clients' ad budgets by checking if their money is being
spent in the right way and through the right channels.
Dataworks Analytics opens on Monday and is a joint venture between
Publicis Dialog, the group's below-the-line specialist, and Optimedia,
its media independent.
The fledgling operation claims that, with its combination of econometric
modelling and direct marketing disciplines, it can help clients to
better understand their customers' behaviour and deliver strategic
insights that existing techniques cannot provide.
Richard Hytner, the Publicis chairman, said: "We don't know of any other
agency group offering this kind of combination."
Dataworks Analysis will start with an assignment for MFI, the furniture
retailer and an existing Publicis client, although the aim is to look
for business beyond the group's current client list.
Hytner denied the launch was a reaction to incursions by management
consultants into agency territory. "This is not a defensive measure but
an aggressive one," he said.
The new company will be run jointly by its newly recruited managing
partners, Sam Dias and David Pihlens.
Dias was recruited from Brand Finance, where his clients included
Barclaycard, Microsoft and Shell. He previously worked at BMP DDB where
he was a five-star winner in the IPA Advertising Effectiveness
Pihlens, who has worked in customer relationship marketing and database
development, was previously with Publicis Dialog.