Tri-Direct Re-brands as Insight Specialist

UK direct response ad agency Tri-Direct has re-positioned itself as a customer insight specialist by creating an Insight and Analytics team with the core proposition 'Know Your Customer'; and has been re-named Acquity.

The firm's analytics team offers a range of services that includes raw data analysis, consumer understanding and segmentation, and uses media research tools combined with data analysis of actual customer information.

The new name combines the word acuity, meaning 'sharpness and perceptiveness of intellect', with acquire.

Former Head of Integration Richard Davies has been appointed Managing Director of Acquity, while Founder and former MD Patrick Carew now heads up Finance.

As part of the re-positioning, the firm has also rolled out its customer profiling tool Continuum which Davies says offers a 'true view' intelligence data source, holding 46 million individuals' profiles with up to 350 parameters on each.

The firm, which is based in Basingstoke, Hampshire, has a turnover in excess of £54m and employs 50 staff.

Web site: www.acquity.co.uk .