Tree Co-founder Matthew Bayfield Joins OgilvyOne

Matthew Bayfield, co-founder of UK-based insight and analysis firm Tree, has left to join WPP-owned OgilvyOne as Head of Data for Europe, Africa and the Middle East.

Bayfield (pictured) and business partner Steve Mattey set up Tree in 2001 to combine focus group techniques with quant data analysis and offer predictive insights into consumer behaviour. In 2007, the pair sold the firm to marketing services holding company Cagney for an initial consideration of c.£1m in cash and shares, and three years later, Chime Communications bought Tree for around £2m.

In his new role at the ad network's digital, data and analytics arm OgilvyOne, Bayfield will oversee the Data Division, and is tasked with helping clients use data to enhance the customer experience. He will also sit on the UK Group Board and report to EMEA CEO and UK Chairman Annette King.

Web site: www.ogilvy.com .