Hillaby Returns to Lead Marketing at Spark Emotions

Jack Hillaby has rejoined behavioural research agency Spark Emotions as Marketing Director, leading marketing and brand strategy across the company and its parent group, That Global View (TGV).

TGV also includes That Media Group, a network of digital news and culture platforms.

Hillaby (pictured) was part of Spark Emotions' founding team, and brings more than a decade of marketing leadership experience, including work on refining seasonal trade campaigns at Tesco, leading brands like Nurishment and Encona at Grace Foods, and heading up global marketing for insight and innovation consultancy Catalyx.

In his new role he is charged with scaling the group's 'science-fuelled attention' model, connecting behavioural science with media storytelling - including the growth of its Spark Moments tool, which promises rapid but deep behavioural and emotional insights; and TGV's ORCA 24/7 intelligence engine, which filters continuous cultural and human data streams into predictive outcomes for brands.

'Jack was instrumental in building Spark Emotions from the ground up,' says Lee Harrison, CEO and Owner of That Global View. 'Having him back to lead marketing across the group is a massive win. He knows how to connect brands with the expertise we have here through authentic storytelling. He understands how to take human insight and put it into action, making sure our work for partners is always rooted in real human behaviour.' Hillaby himself says many providers looking to bring research up to speed with modern demands have taken a 'shortcut' by 'leaning on synthetic data or automated tools that lose the human nuance,' but states: 'We don't believe in that. If you're selling products to humans, you have to understand real people.'

The group is online at www.thatglobalview.com .