M&C Saatchi Takes Stake in New Data Consultancy

In London, ad giant M&C Saatchi has taken a 25% stake in a new data and insight-based marketing consultancy, formed by two former Ogilvy strategists.

The new agency, M&C Saatchi MILK, has been set up by Jane Hodson and Rhian Woods. The pair met at Ogilvy, where Hodson had spent 13 years, ultimately as Managing Partner across strategic services, and where Woods was Board Director, heading the strategic data and analytics offering.

M&C Saatchi MILK, which is based at the group's Golden Square headquarters, will focus on providing data, insight and strategy, as well as data analysis.

An approach the pair calls 'Cut-through Consulting' will be employed to 'sift out the data/insight nuggets', while the firm will also offer a '360 Data App' which connects data into one view.

Lisa Thomas, CEO of M&C Saatchi UK Group comments: 'We can't underestimate the importance and power of data in today's marketing mix, and it's essential that we give clients an intelligent and practical approach to sifting out the real business drivers. Both Hodson and Woods are real experts in the industry - they offer clients the ability to join the dots and see the full insight picture.'

M&C Saatchi's investment comes at a time when the group is focusing on fusing its insight and accountability offering. Last week, the agency acquired the remainder of social media agency Human Digital, which specializes in researching, creating, executing and measuring social media campaigns.

Web sites: www.mcsaatchi.com and www.mcsaatchimilk.com .