European Launch for UM's Decision Sciences

Media agency Universal McCann (UM) is to roll out its digital media data management and insights division Decision Sciences in Europe, via a new London office and a rebrand in Frankfurt.

UM is a division of IPG's Mediabrands, home of the IPG Media Lab. Its Decision Sciences practice, which already operates from San Francisco and New York, provides services to manage digital media data, along with forecasting services based on data modelling.

The new London-based team will be led by Digital Client and Operations Director Dan Watson, while UM's existing Frankfurt-based data services division Sophesee will be rebranded Decision Sciences, and continue to be overseen by its MD Ude Reusch.

James Harris (pictured), MD of Digital Service, states: 'Digital media is awash with data, however this data in its raw form is difficult to understand and drive value from. Decision Sciences is focused on providing our clients with solutions that will focus on both effective management of this data and also using it to transform business outcomes for our clients through effective insights and application of learnings.'

Web site: www.umww.com .