WPP launches analytics department as agency model continues to evolve

Josh McDonnell
By Josh McDonnell | 6 December 2018
Rob Pardini

WPP AUNZ has launched a new analytics division in a bid to drive further growth within its new consulting offering.

The division will be led by WPP AUNZ chief data scientist Rob Pardini, who will take on the role of managing partner, WPP AUNZ Analytics.

Pardini said WPP AUNZ Analytics enables its clients to leverage the full portfolio of datasets available through WPP AUNZ, while also tapping into credit card transactions and loyalty datasets through WPP’s new data partners, including Data Republic.

See: Aussie firm Data Republic eyes Singapore after $22 million scoop

“Within WPP AUNZ we have the richest consumer research and media consumption data in the country. By pairing our owned data and know-how with transactions data from our partners, we have deeper insight into what Aussies think and feel, and how they act and transact, than anyone else,” Pardini said.

“By connecting the consumer research, digital, media and transactions data at our disposal, we have unparalleled visibility on the purchase decision-making process, and how to get people to open their wallets. This is invaluable for our clients and all the agencies within our group, who can now access this information more easily than ever before”.

WPP AUNZ Analytics will work in partnership with WPP AUNZ Consulting, as well as other operating companies within the WPP AUNZ group, to deliver" brand and market-led growth strategies" to clients.

 “WPP Consulting’s mission is to deliver breakthrough growth strategies based on deep understanding of how consumers actually think and behave, and in a world of big data, that means analytics. We’re excited to collaborate with WPP AUNZ Analytics to bring better strategic solutions to our clients,” WPP AUNZ Consulting managing partner Caspar Wright said.

“The scale and breadth of WPP’s media investment and research operations is unrivalled. By connecting data assets that exist throughout our group, WPP Analytics will offer clients capabilities that are genuinely unique” said John Steedman, WPP AUNZ’s Executive Chairman, Media Investment Management."

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