AMV Opens Data Analytics Division

In London, ad agency Abbott Mead Vickers BBDO (AMV) has launched AMV Analytics; a division which will use data generated from its client campaigns to uncover new consumer insights.

Online analysts Dhiren Shingadia and Aleksander Reichel will initially manage the new division. They will also support the agency's community management unit AMV Pulse, which was recently launched to enable clients to embed social listening, activation and management into their marcoms plans.

Shingadia (pictured) joins from online conversation analytics specialist Market Sentinel, where he worked as Head of Product Marketing. Prior to this, he was Manager of Mindshare UK's Invention department, where he designed and developed social analytics and buzz monitoring tools. He also serves on the IAB UK Social Media Council as Research & Measurement Ambassador.

Reichel spent the last three years at PricewaterhouseCoopers, where he worked as a Web Analyst. Before this, he was a Technical Support Representative at SPSS.

The pair will report to AMV's joint Heads of Planning, Craig Mawdsley and Bridget Angear.

Mawdlsey comments on the launch of the new division: 'Across the industry, there has never been such an oversupply of data combined with such an under-delivery of insight. AMV clients will now benefit from data analysis and idea generation under one roof, enabling us to use the data generated in digital media to improve advertising in conventional media and vice versa.'

Web site: www.amvbbdo.com .