Independent data-driven media, CX and advertising agency Affinity has boosted its strategic, analytical and evidence based thinking with the appointment of a head of research.

Laurette Douglas comes to AFFINTY, in the newly created role, with 15-years’ experience in market research gained in South Africa, UK and Australia. She joins the Sydney agency from UMR Strategic Research (now Essential Media Group) where she was head of research. For more than seven years she was with global research agency TNS, and prior to that was a founding member of London-based social research agency CGA.

A member of the Australian Market and Social Research Society, Douglas’ areas of expertise include government and social research, qualitative and quantitative research methodologies and social marketing and behaviour change. She has extensive knowledge of working with federal and state government departments and agencies such as the AFP, ATO, Department of Education, Cancer Institute of NSW and Diabetes Australia.

Joining Douglas at Affinity as Senior Planner is Susanna Kass, who was most recently a senior strategist at M&C Saatchi brand agency Re. She has 11 years’ experience working at creative agencies in the UK and Australia including Principals, BWM and Landor.

Luke Brown, CEO of Affinity said: “We’re delighted that Laurette is bringing her analytical mind and extensive research experience to Affinity. There are many agencies talking a good game when it comes to using data, but we live it and more importantly execute on it. As one of the most awarded effective agencies in Australia, Laurette as well as the very talented Susanna, will expand our offering as the agency that delivers real return for marketers.”

Affinity was recently awarded five Australian Effie Awards, including a gold in Best Use of Data, for a big data campaign for Narellan Pools that delivered an ROI of $54 for every $1 spent or in other terms a return of 5,400 per cent. The work has also won a prestigious IPA Effectiveness Award in the UK, in addition to MFA, MSix and Asian Marketing Effectiveness awards.

Speaking on her appointment, Douglas added: “Affinity understands how analytics and evidence based thinking is so powerful in yielding insights that produce significant results. This is so important at a time when marketers are being forced to justify every dollar they spend. I’m really looking forward to working with our clients and a team committed to creating effective ideas.”