TBWA launches new data insights platform CLUE

TBWA Australia has launched a new data-led insights platform, CLUE, in collaboration with Annalect.

The Omnicom Media Group-owned data science agency partnered with TBWA to create the Consumer Learning and Understanding Engine to better understand people’s current and future behaviours.


CLUE will take people’s behaviours and turn them into predictions and understandings which will help the agency drive data-driven creative outcomes, TBWA said.

Martin Orliac, GM of Annalect Australia, said: “CLUE works by ingesting client first-party data and augmenting it with second and third-party data – the output of which can then be modelled and analysed using the Annalect technology cloud to provide evidence-based insights.”

Kimberlee Wells, CEO of TBWA Melbourne, said the platform was not designed to get creative right, rather it was designed to validate an idea or opportunity.

“When considering the options of bringing data in-house at TBWA, we rejected the idea of acquiring a specialist agency or building a bolt-on offering.

“We aren’t building a data ghetto here – we’re infusing the discipline of data practice into the life blood of the agency,” Wells said in a statement.

Wells said: “CLUE will ensure we’re always landing with logic”

CLUE is set to roll out across all of TBWA’s offices in Melbourne, Sydney and Auckland.

Orliac said: “We can think of so many ways we can inform the creative process and deliver better outcomes for clients. We already had the data and the technology, but it took months to build the bespoke approach and infrastructure that TBWA required.

“It’s a very different setup from what we were using in media, but we’re able to apply the same advanced analytics and AI techniques to entirely different purposes,” he said.

Orliac said: ““We can think of so many ways we can inform the creative process and deliver better outcomes for clients.”

Paul Bradbury, CEO of TBWA Australia and New Zealand, said CLUE is not just a product, instead it is a critical move in TBWA’s entire operating model.

“We have re-engineered our processes to ensure every brief begins and ends with CLUE,” Bradbury said.

“CLUE gives us all a forensic insight into our work – a much better understanding of who to talk to, exactly when to talk to them and why. We find ourselves in a far stronger position when our briefs start with this level of detail,” said chief creative officer of TBWA Melbourne, Paul Reardon.

The implementation of CLUE has also seen TBWA appoint Catherine Graham as director of customer engagement at TBWA Melbourne.

Graham joins from Clemenger BBDO where she was head of customer experience for almost three years.


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