M&C Saatchi grows new 'super power' from Magic Beans offering

Lindsay Bennett
By Lindsay Bennett | 13 March 2018
LIDA's Victoria Curro and Magic Bean's Lucy Acheson

M&C Saatchi has launched a "new kind of data consultancy", spawned from its customer experience arm LIDA.

Named 'Magic Beans', it aims to combine data science with marketing to provide insights for brands.

Led by head of data Lucy Achesan, Magic Beans already boasts M&C Saatchi client CommBank on its roster, as well as Dan Murphy's.

"Our industry is absolutely drowning in data, but marketers are struggling to get their hands-on insights. Magic Beans’ super power is that we are marketers and analysts combined. We mix data and creativity," Acheson says.

"We see the magic in raw data. We’re agile, accessible, multi-disciplined and dedicated to cracking any business problem. Most importantly, we humanise data in a way that makes sense for your business.”

M&C Saatchi now has 15 agencies under its brand umbrella.

The agency is involved in a number of interesting non-advertising related businesses and is set to announce another new venture in the first half of 2018.

In the March magazine, we sit down with CEO Jaimes Leggett to discuss the trials and tribulations of 2017, raising a family in a high powered position and his interests outside of advertising. Download it here.

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