M&C Saatchi Opens 'Precision' Marketing Sciences Unit

In Australia, M&C Saatchi has launched a marketing sciences practice called Precision, which will work with clients and support a group-wide learning and development program to increase 'data fluency' among the group's employees.

Precision's aim is to help M&C Saatchi group clients better predict, model and measure the impact of creativity on the customer and the brand's bottom line. The practice will be led by James Collier (pictured), who was recently promoted to the role of Chief Data Officer, and who has overseen the design and internal development of Precision and will spearhead its roll-out and growth. Precision will also roll out a 'data layer,' providing all group agencies with access to a broad syndicate of data and research.

Justin Graham, Group CEO at M&C Saatchi Group AUNZ, comments: 'This is the next chapter in the rapid acceleration of data and technology capabilities across the M&C Saatchi group. Importantly, Precision sits at the centre of our business to drive data proficiency for everyone in the group. It is as much about education and access to tools as it is about helpful products for our clients. With his ability to drop the jargon and partner with our word-class creative capability, James is the right guy to lead us forward'.

Web site: www.mcsaatchi.com.au .