MercerBell launches data agency Ngage

Carl Oldham, Louis Keating and Nick Mercer

Direct marketing agency MercerBell has launched a standalone brand that specialises in data.

The data planning and analytics firm – called Ngage – will be run by Carl Oldham as strategy director, who moves across from MercerBell.

The agency starts life with five staff, including senior analyst Louis Keating, and clients including BT Financial.

MercerBell CEO Nick Mercer said that for all the hype about data, there were few in the Australian market who were excelling in the area.

“Australia has been too focused on data acquisition,” he told Mumbrella. “Most marketers have enough data to work with already – but they need to start using it better.”

Ngage’s proposition is based on helping clients discover untapped profitability.

“It’s not about playing with data for data’s sake,” said Mercer. “We want to help companies create more value and make more money, and not just through marketing.”

“We think this is a really underdeveloped area in Australia,” he said.

Mercer said he had intended to launch the venture five years ago, but the GFC had put plans on hold.

“A few years ago we started to grow the offering. We brought the right people into the business, build case studies and get processes in place,” he said. “But the GFC put our plans on hold.”

“There would have been plenty of opportunities to work with clients had our data offering been in place. We lost work because a client’s data was being handled by another creative agency,” he said.

Former M&C Saatchi general manager Nick Mercer founded MercerBell with David Bell in 1999.


  1. Anonymous
    16 Oct 12
    1:55 pm

  2. How well does that sit with Ngage – Trade Mark : 955686 – held by Nokia Corporation which includes use class 9?

    Class 9: Computer game software for communication devices; computer game software and programs enabling users to play games with mobile phones; electronic multiplayer and multiuser computer games, programs and software; computer software and programs enabling users of communication devices to simultaneously access databases and global computer networks; software enabling transfer of data between mobile communication apparatus; virtual reality game software; mobile telephones and mobile telephones with additional features such as short messaging, internet access, mp3 player and radio; mp3 players and radios; hand held unit for playing video games

  3. Anonymous
    16 Oct 12
    3:03 pm

  4. Wow, they’re really going to have to shelve those plans to make MP3 players and Virtual Reality games. Thanks for the helpful tip.

  5. Olly Rees
    16 Oct 12
    3:14 pm

  6. Congratulations Nick, Carl and team. This is a great move and I am all in favour of quality competition.

  7. Sebastian Vasta
    16 Oct 12
    4:30 pm

  8. As a MercerBell staffer from way back when, this news makes me pretty chuffed. Well done guys – there’s a massive opportunity in this area if you can sell it in to your clients. Go get ’em!

  9. Rob Chandler
    18 Oct 12
    10:42 am

  10. Congratulations Carl and team.