Datalicious recruits ex-M&C Saatchi data director

By AdNews | 27 March 2015

Full service data agency Datalicious has recruited former M&C Saatchi data strategy director Andrew Newell to a newly created global-facing role, to help clients get business objectives out of the data they already have.

Newell's new role, as head of strategy, is based in Datalicious' Sydney office and will see him work with clients to identify data and analytics opportunities.

The role is part of a strategic plan developed by Datalicious director and founder Christian Bartens to make sure clients are receiving “full value in their relationship with the agency” as it begins to service overseas clients.

Founded in 2007, Datalicious currently works with the likes of ANZ, Facebook, Cannon, Aussie, AAMI, Jetstar, SBS, Reckitt Benckiser, Suncorp, Vodafone.

“After all the hype around bid data in recent years, marketers have found themselves literally with more data than they know what top do with,” Newell said.

“Agencies that can make sense of it and match the right data to business problems, whilst still remaining lean, innovative, adaptable and efficient, are what's needed.”

“I think the fact that Christian has created this role is recognition that data is now a true strategic asset for businesses, not just validation or confirmation of work done elsewhere.”

Last year, Foxtel announced it would be working with the data agency to introduce personalised content and data analytics across its digital offering.

Newell's appointment is effective immediately.

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