Sydney, Australia – Independent agency network M&C Saatchi AUNZ has launched a new marketing science practice called ‘Precision’. Through the new practice, the group will be helping clients accelerate the union of creativity and quantification in marketing campaigns.
In order to excellently deliver through ‘Precision’, the network will be rolling out a group-wide data layer, providing every group agency with on-demand access to a broad syndicate of data and research to help inform and inspire thinking.
In line with the new practice, M&C Saatchi will further see the enhancement of the data proficiency of the internal team through a group-wide learning and development program, designed to increase data fluency and give the agency’s employees valuable and future-facing data skills.
The practice will be under the leadership of James Collier, the agency’s newly appointed chief data officer. He shared that ‘Precision’ has been built on a belief that marketing is seeing a new evolution and with it, the expectations placed on the marketing function.
“Precision will help M&C Saatchi Group clients better predict, model, and measure the impact of creativity on the customer and the brand’s bottom line. We believe ‘science’ is a creative pursuit. What I mean by that is science is an attempt to see the world in a new way and communicate that truth,” said Collier.
Meanwhile, Justin Graham, the group CEO at M&C Saatchi Group AUNZ, commented that this is the next chapter in the rapid acceleration of data and technology capabilities across the agency.
“Precision sits at the center of our business to drive data proficiency for everyone in the group. It is as much about education and access to tools as it is about helpful products for our clients. With his ability to drop the jargon and partner with our word-class creative capability, James is the right guy to lead us forward,” said Graham.
