RyanCap, the independent and Australian-owned parent company led by CEO Simon Ryan, has announced the launch of marketing data and technology business Foxcatcher.
Foxcatcher has a focus on customer data, digital ecosystems and convergence, aligning addressable media with CRM, direct-to-consumer (DTC) and eCommerce outcomes.
Its expertise includes custom-built marketing automation software and trading platforms; and technology enablement products to ensure clients marketing investments are optimised for the digital economy.
Ryan says that in times of disruption, it is important for the industry to evolve and find new ways to add value and sustainable growth for clients.
With the rise in streaming services and eCommerce uptake, as well as 30% year-on-year growth and more than $1 billion invested in CRM related exercises, Ryan believes the time was right to launch a business like Foxcatcher in the market.
"After many months of listening to the market, the consensus is that in addition to the macro environment, increased pressure on the C-suite has fast tracked the adoption and priority for platform based solutions to bring the point of engagement much closer to the point of transaction," says Ryan.
"The focus on convergence through tech, data and media platforms working in unison to optimise investment is the new reality and non negotiable for businesses.
"Tech and data ecosystems are now enabling clients to move without delay to maximise outcomes with efficiency, there are some technology providers and agencies in this space, yet in our view few really understand the true benefits of maximising tech, data, audience and media alignment for CRM, DTC and eCommerce outcomes."
The announcement also includes the appointment of David Gaskill to the role of managing director of Foxcatcher.
Gaskill will be responsible for leading and growing Foxcatcher’s data and martech capability.
He leaves his current role as head of product at Audience360 to join the new business.
His previous roles have included national data strategy lead at Dentsu where he worked with Ryan and head of trading at AE Capital where he specialised in data science and algorithms to drive investment strategies.
“I'm excited to launch Foxcatcher with Simon and the team during a period where it has never been more important to connect real world data and insight to the consumer, and deliver relevant thoughtful connections," says Gaskill.
"As consumers embrace the value exchange between content, publishers and privacy we have a unique opportunity to pioneer better brand engagements by building technology to enable true data driven strategic value and business success."
Foxcatcher joins Ryvalmedia as part of the RyanCap group of specialist marketing businesses built for the digital economy.
Ryvalmedia is led by Joseph Pardillo and is a digital first media specialist focuses on performance, data and analytics.
While Foxcatcher services are standalone, Ryan says they are optimised when working together with Ryvalmedia and client digital marketing teams.
“Aside from building bespoke and market leading tech enablement, Foxcatcher will also manage the digital trading desk for Ryvalmedia across cost, data, and audience tracking to ensure ad campaigns are directly linked to CRM and eCommerce conversion," says Ryan.
"Foxcatcher is designed to work hand in hand with Ryvalmedia as well as directly with clients who require a different way of managing their marketing spend.
"The new market dynamic means that all possibilities are open for clients to drive faster and better outcomes than ever before and our team is focused and unencumbered by any legacy agency bureaucracy to develop bespoke tech that acts purely as a business enabler."
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