New UK Agency Tandem Taps Community of 9m Women

In the UK, The Female Lead, the non-profit organisation set up a decade ago by customer data pioneer Edwina Dunn, has launched a new creative agency called Tandem, fuelled by data and insight from a community of nearly nine million women worldwide.

Since stepping aside in 2010 from the company she founded with Clive Humby in 1989 and sold to Tesco (a majority stake in 2001), Dunn has set up an investment company, H&D Ventures; invested in a theatre analytics specialist; served as a Patron of the MRS; and led customer data consultancy Starcount - among many other activities. The Female Lead was set up as a charity with a mission 'to empower women and challenge limiting stereotypes', and has evolved into a global lifestyle platform.

Tandem, which promises 'to connect ambitious brands to one of the most engaged female audiences on the planet,' is based in Notting Hill, in West London and will be co-led by Female Lead Executive Director of Brand Partnerships Nicki Le Masurier and Chief Data and Insights Lead Rowena Humby, who is also co-founder of Starcount. Promising 'data-led storytelling, talent and influencer partnerships, purpose-driven campaigns, creative production, and media impact,' the company will target clients in sectors including beauty, fashion, wellness, tech and entertainment, and some of its revenue will help to fund the educational charity work of The Female Lead, including the provision of books and resources to schools worldwide. Humby will also serve on the new firm's Board of Directors.

The Female's Lead's community, on which the new firm will draw, includes more than 2.4m followers on Instagram, 1.1m on TikTok, 4m on LinkedIn, and 21k on Substack.

Web site: www.tandemagency.co .

Thanks to www.decisionmarketing.co.uk for some of the above.