Lowe Direct recruits Jacqui Rowlands as new database chief

Lowe Direct is adding muscle to its database planning capability by hiring a database director, Jacqui Rowlands, to head the expanding department.

Lowe Direct is adding muscle to its database planning capability by

hiring a database director, Jacqui Rowlands, to head the expanding

department.



Rowlands will join from Tequila London, where she has been the data

planning director for three years. Her appointment frees up Ian Taylor,

the agency’s managing partner, who has been overseeing the data planning

area.



It is expected that the data planning operation, which has three

full-time staffers, will eventually be spun off into a standalone

operation. It currently offers list planning and buying, response

analysis and modelling and customer contact strategies, among other

services.



Taylor explained: ’While data planning is a core discipline these days,

and one in which we have always been strong, Jacqui’s appointment is a

reflection of the increasing importance of data-driven strategies,

especially as the disciplines of traditional direct marketing and

digital communication continue to converge.’



The appointment was made as a result of clients’ increasing need to mine

the data offered by customers in response to the creative work. Taylor

said: ’There is no point offering an increasing range of response

channels without having the ability to harness the power of the data

once it has been proffered by the customer.’



Taylor added: ’Jacqui’s background is well rounded in that she has spent

time as a client at VW in South Africa, at the database supplier, Miller

Starr, and latterly at an agency, Tequila.’



Rowlands is expected to join Lowe Direct in early December.



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