In the US, loyalty, engagement and incentives specialist Maritz Motivation Solutions has launched a full-service digital agency called Cartwheel, which uses data and insights to build creative campaigns.
Cartwheel conducts proprietary and syndicated research and uses decision and behavioral sciences, competitive analysis and observation studies to uncover customer insights. Resulting data is used to drive advertising and brand positioning, and inform campaigns, as well as promotional, media planning and buying strategies. The firm will function as an independent agency, while also servicing Maritz Motivation Solutions clients.
MD Nick Foppe (pictured) leads the new agency, having joined the company in 2017 with more than twenty years of experience in advertising, marketing and branding. Commenting on the launch, he says: 'Agencies focused solely on creative will continue to struggle for relevance in the future. Today, clients in the digital space want measurement: analytics, insights and return on investment (ROI). Clients are looking for assurance that their marketing investment will be effective. Our skill in behavioral and decision sciences is what makes us unique'.
Web sites: www.maritzmotivation.com and www.cartwheelagency.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.