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AnalogFolk launches specialist data hub to open up new business opportunities

AnalogFolk has formed a new data offering it hopes will generate income from business opportunities beyond the typical briefs it's usually sent.

The AnalogFolk DNA divison will be led by Ben Silcox (left) and Mark Barry (right), who join as chief data officer and head of business solutions respectively, from Havas Helia where they both held similar roles.  Initially, the team will be based in London, working with advertisers across the agency’s network in order to build momentum for the service worldwide.

Pitched to advertisers as the “data intelligence arm” of AnalogFolk, AnalogFolk DNA's services are split into three products; optimisation business solutions, data science and automation as well predictive analytics and insight. The offering is geared to exploit the growing need from advertisers to interpret data in a way that’s going to foster real value for the businesses, with companies like New Look and Nike making big bets already this year to up their data game.

Bill Brock, chief executive and founder of AnalogFolk, said: “Since the launch of AnalogFolk eight years ago we have relentlessly pursued ways to push our offering and ensure we provide our clients with innovative services that keep them ahead of the competition.  AnalogFolk DNA is our most ambitious and exciting move to date, and to have attracted two of the world’s preeminent minds in the space to lead it is a massive coup.”

The launch comes as part of the agency’s next phase of growth, which has seen it appoint managing director Matt Law to the newly created global role of chief operating officer and open an office in Hong Kong over the last eight months. On top of that, the agency had a string of high-profile wins last year including Absolut and Lucozade. 

Featured by The Drum

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