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Edentify Hires Former Maxus CEO
David Gaines, the former CEO of media agency Maxus, has joined Australian consumer insights specialist Edentify as Managing Partner, tasked with helping the firm evolve from a focus on research and data solutions to a 'more comprehensive' data-led planning approach.
 Based in Sydney and with an office in Auckland, New Zealand, the firm conducts online surveys, online forums and mobile phone-based research to provide clients with insights into consumer behaviour. It also develops technology for consumer data collection and analysis.
Gaines (pictured) joins after seven years at Maxus, latterly as CEO Australia. Prior to this, he held senior planning roles at agencies MindShare, Optimedia and Lintas. In his new post, he will examine ways to help agencies and their clients deal with data generated by their ad campaigns.
Commenting on the task, Gaines said: 'It's become much more of a challenge to outline what all that data means and to separate data-based insights from those based purely on emotion. The opportunity to work with Edentify means for the first time there is a trusted partner to provide genuinely useful context alongside the data.'
Edentify's founding partner Dan Banyard welcomes Gaines' 'unrivalled industry experience' and adds: 'Teaming up with a top industry planner has been part of our strategy for some time now, and we could not have done better than partnering with David.'
Web site: www.edentify.com.au .
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