AnalogFolk launches new global data division

Independent digital creative agency network AnalogFolk has launched a global data solutions arm for the agency called AnalogFolk DNA. The new unit will initially be based in London, but service AnalogFolk offices globally.

The announcement:

AnalogFolk has launched a new data offering called AnalogFolk DNA, hiring Ben Silcox and Mark Barry to lead the specialist business unit.

Silcox and Barry join the agency as Chief Data Officer and Head of Business Solutions, respectively, having both previously worked at Havas Helia. At Havas Helia, Silcox was most recently Chief Digital and Data Officer, whilst Barry held the position of and Head of Business Solutions and Technology.

The new data intelligence arm of AnalogFolk will embed smart data-inspired decision making into the strategic process and creative output of the agency. It will build on the existing analytics capability within AnalogFolk to deliver data intelligence services through three products; optimising business solutions, data science and automation, and predictive analytics and insight. It will provide standalone consultancy, implementation and delivery, as well as integration with AnalogFolk’s digital services.

AnalogFolk DNA will be actively pursuing new business opportunities. The team will initially be based in the London office working with clients across the agency’s network, providing a global service.

Silcox joined Havas Helia (formerly EHS) in 2013 and was most recently leading the Unilever global PRM programme and was the digital lead for the Dove global account. He was also responsible for leading a string of new business wins including adidas, Westfield and Royal Mail. During his time at Havas he also worked closely with Havas Worldwide and Havas Work Club integrating strategy and delivery of data inspired communications.

Barry founded the specialist business intelligence company, TOMA Global, in 2003 and joined Havas Helia in 2013. At Havas Helia, Barry was responsible for leading the strategic development of Unilever’s global consumer data platform and the development of easyJet’s multi-channel campaign management solution.

Bill Brock, CEO and Founder of AnalogFolk, commented: “Since the launch of AnalogFolk eight years ago we have relentlessly pursued ways to push our offering and ensure we provide our clients with innovative services that keep them ahead of the competition.

“AnalogFolk DNA is our most ambitious and exciting move to date, and to have attracted two of the world’s preeminent minds in the space to lead it is a massive coup.”

Silcox commented: “Mark and I are tremendously excited to join forces with AnalogFolk and the journey of creative innovation they are on. Bill and Matt have built a company and culture that sees the world as we do, and we believe that we can create a world class team and capability to support clients in connecting the dots of business, customer and creative output.

“We will be building on our experience across global and national brands to partner with the most ambitious clients who understand that data intelligence is the connective tissue to create real business value beyond likes and views.”

AnalogFolk was founded in London in 2008 by Bill Brock and Matt Dyke. AnalogFolk opened in Sydney in 2011, where B&T named the office ‘Emerging Agency of the Year’ the following year. In 2013, AnalogFolk opened in New York and in 2015 boosted the US offering through the opening of a Portland office. AnalogFolk also unveiled a Hong Kong office in 2015, its first offering in Asia.

Source: AnalogFolk press release


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