Simon Ryan’s Ryancap launches data and tech business, Foxcatcher
Simon Ryan has launched a marketing data and technology business, Foxcatcher, under the umbrella of Ryancap, the business he established this year to act as a local holding company.
The agency – which will have a “complete focus on customer data, digital ecosystems and convergence”, according to the company – will be led by David Gaskill, who has left his role as head of product at Audience360 to become managing director of Foxcatcher.
Gaskill has also held senior positions at Dentsu – where he worked with Ryan and Joseph Pardillo, who heads Ryancap’s other agency, Ryvalmedia – and AE Capital.
Gaskill previously worked with Ryan and Pardillo at Dentsu
“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,” Gaskill said.
“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 will include custom marketing automation software and trading platforms, the company said. Its launch follows three new hires for Ryvalmedia last week, and the business winning a pitch for a strategic partnership with marketing company AKA, and acquiring a small digital agency. Many of the employees who have joined the venture are Dentsu alumni.
Ryan
The new business will also operate separately from Ryvalmedia, but “they are optimised when working together”, and aren’t limited by “legacy agency bureaucracy”.
“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 e-commerce conversion,” said Ryan, who left as CEO of Dentsu in 2018 and spent a year at Carsales before setting up Ryancap.
“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.”
He added: “Streamlining tech and data enablement are part of the solution making it easier for clients to compete in a transforming marketplace driven by a digital leap forward and unprecedented circumstances this year.
“Streaming services and e-commerce uptake are prime examples where we have seen more growth in the last six months than in the last two years. We have also seen more than 30% growth YOY [year on year] with over $1bn invested in CRM [customer relationship management] related exercises which is more than double growth estimates YOY by most Australian companies. This is further backed by huge volume increases in adoption of online learning, social networking and online working tools as they become the new norm in our lives.”
Ryan spent “many months of listening to the market”, he said, and “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”.
“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,” he said.
“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 [direct to consumer] and e-commerce outcomes.”
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Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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David Gaskill
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Ryvalmedia
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