IPG Mediabrands has rebranded its 20-strong specialist analytics division Marketing Sciences Australia as Anomaly as it seeks to expand the diversity of its client base.
The data division, launched in January 2010, is looking to go beyond advertising and marketing and into other sectors.
Rebadged Anomaly is understood to have been instrumental in a number of new business wins for the Mediabrands group, with the relaunch aimed at giving it a stronger client-facing identity, and a critical factor in three of the last four pitches.
Anomaly managing director Jarrod Martin said: "The confidence and direction that companies can get from well managed data and research can open many doors to future business decisions.
"We are positioning Anomaly to attract independent clients who might also be looking for a highly effective, marketing-focused insights business that is a real alternative to the current stable of players."
Martin added data and insights are at the "centre of discovery" for companies in terms of differentiating themselves and understanding current and future consumer behaviour. "Our intention is to accelerate our capability as a prime source for decision-making," he said.
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