Dentsu Aegis Launches Marketing Effectiveness Consultancy, Hires New Head

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Sarah Herrod (Bamford)
By Sarah Herrod (Bamford)



Dentsu Aegis Network has launched its global marketing effectiveness consultancy Data2Decisions in Australia and New Zealand. Data2Decisions is managed in this market by Dentsu Aegis Network’s newly appointed managing director of research, data and analytics, Clare Fernando.

Data2Decisions uses data, analytics and technology to help clients make more effective marketing  decisions quickly and at scale to drive sustainable business growth.

Fernando joins Dentsu Aegis Network from her previous role as chief insights officer of Thrive Plus before which she worked with companies such as Mediabrands, Initiative and Austar Entertainment. She has held marketing research and analytics roles in industries such as banking and finance, accounting, online, retail, logistics and consultancy. Fernando’s divisional responsibilities extend across Data2Decisions, Denstu Aegis Network Knowledge Centre, as well as sitting on the executive ANZ Data Council.

Speaking of the launch of Data2Decisions, Luke Littlefield, CEO of Dentsu Aegis Network ANZ said: “As a Group, we are looking ahead to a Digital 2020 vision. Businesses like Data2Decisions are ensuring that we have the knowledge and insight to be one step ahead of our competitors and to be passing this advantage onto our clients.”

Matt Crook, CEO of Performance and Amplifi for Dentsu Aegis Network ANZ said: “Insights, data and analytics are pivitol to achieving the Dentsu Aegis Network Digital 2020 vision and Clare was clearly the most talented executive we met during our extensive search to deliver on our ambitions in this space. We want to help our clients to make better decisions quickly – to make their marketing work harder and better in the future and the launch of Data2Decisions will significantly increase our offer in this space.”

Speaking of her new appointment, Fernando said, “The intersection of data, insights and innovation has always been integral in shaping effective marketing and business strategy. I am excited and proud to join Dentsu Aegis Network, renowned for its ready receptivity to innovative thinking in the analysis and application of data to drive sustainable business growth for clients.

“Sustainable business growth is not just achieved through optimising marketing strategy but also through sharpening planning across other aspects of our clients’ operations which impact on performance.  I look forward to bringing new levels of wide-ranging value to our clients through the effective use of data.”

Data2Decisions was established in the UK in 2001 and following rapic growth throughout the past 18 months, now has nine offices throughout the UK, Europe, Americas and APAC.




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