In Australia, market research and media buying group WPP AUNZ has launched an Analytics division, led by the group's Chief Data Scientist Rob Pardini.
WPP AUNZ was formed in 2016, following WPP's acquisition of a controlling stake in STW Communications. Earlier this year, the firm launched a strategy consulting division called WPP AUNZ Consulting, led by former Kantar Vermeer exec Caspar Wright; and opened a panel management service called Research Profile.
The latest new division allows clients to tap into the full range of datasets available through WPP AUNZ; as well as credit card transactions and loyalty datasets through WPP's new partners, including Data Republic.
Pardini (pictured) who takes on the role of Managing Partner, WPP AUNZ Analytics, comments on the launch: 'By pairing our owned data and know-how with transactions data from our partners, we have deeper insight into what Aussies think and feel, and how they act and transact. By connecting the consumer research, digital, media and transactions data at our disposal, we have unparalleled visibility on the purchase decision-making process, and how to get people to open their wallets. This is invaluable for our clients and all the agencies within our group, who can now access this information more easily than ever before'.
Web site: www.wppaunz.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.