Digital agency AnalogFolk have unveiled a new data intelligence offering, AnalogFolk DNA, hiring head of business solutions Mark Barry and chief data officer Ben Silcox from Havas Helia to lead the new arm.

 

The new department will act as a stand-alone consultancy, offering implementation and delivery as well as integration with other digital services. It will embed data-inspired decision making into strategic process and creative output, building on existing analytics capabilities.

The team will initially be London based, providing a global service to the agency’s network of clients.

“Mark and I are tremendously excited to join forces with AnalogFolk and the journey of creative innovation they are on,” said Silcox, who led Havas Helia to a string of new business wins, including Adidas, Westfield and Royal Mail, and was digital lead on the Dove Global account.

Barry was responsible for leading the strategic development of Unilever’s global consumer data platform, as well as the development of easyJet’s multi-channel campaign management solution.

“Bill [Brock, chief executive officer] and Matt [Dyke, founder] have built a company and culture that sees the world as we do, and we believe that we can create a world class team and capability to support clients in connecting the dots of business, customer and creative output,” Silcox added.

“We will be building on our experience across global and national brands to partner with the most ambitious clients who understand that data intelligence is the connective tissue to create real business value beyond likes and views.”

Brock describes AnalogFolk DNA as the company’s “most ambitious and exciting move” since launching eight years ago.

 

“We have relentlessly pursued ways to push our offering and ensure we provide our clients with innovative services that keep them ahead of the competition,” he added. “To have attracted two of the world’s preeminent minds in the space to lead it is a massive coup.”