Fifty-five expands ‘data agency’ concept with UK launch | M&M Global

Fifty-five expands ‘data agency’ concept with UK launch

Data-agency fifty-five is accelerating its global expansion with its latest launch in London.


Co-founded by former Google executives, the Paris-based agency was originally founded to help companies “improve customer conversion rates” across the growing number of digital platforms.

According to the agency, fifty-five helps brands “find new customers, optimise engagement and boost loyalty by collecting, analysing and acting on their marketing data” across online and offline platforms.

JD Sports’ brand ActivInstinct has worked with fifty-five UK to mine three years’ worth of customer data and is using fifty-five’s performance-based merchandising capability to help predict what products a customer is most likely to buy next.

Other clients working with fifty-five include AXA, Accor, Lacoste, Ferrero, HP and Disneyland Paris. The agency is already working with brands such as L’Oreal and Renault in the UK.

Rob Fenton, who will head up the London office as managing director, said: “Marketers know they can do more with their data to improve how they target and address customers across channels – but many find the new science hard to adopt, while traditional vendors like media agencies, CRM agencies and ad platforms are only experienced in the limited data sets that relate to their part of the customer journey.

“Fifty-five operates with data across the whole lifecycle and from every touchpoint, no other single company can provide the same integrated offer,” he continued.

The UK expansion comes as Paris-based fifty-five celebrates its fifth birthday, and coincides with the launch of an office in Hong Kong.

Mats Carduner, fifty-five’s chief executive and co-founder, who was previously Google’s Southern Europe managing director said: “One of the most important learnings from our experiences at Google is that the quality of the people hired is the most significant factor in building a successful company.

“We receive around 800 applications every month and more than half of our employees come from Tier 1 Business and Engineering Schools from the world over.”

The new office in Hong Kong will be run by Cédric Delzenne, the director of the Hong Kong chapter of Silicon Valley-based founder institute – the largest start-up incubator in the world.

“Since joining the company, I have been greatly impressed by fifty-five’s analytical methods to identify the multi-channel customer behaviours that drive sales and brand health, and ability to optimise client’s marketing activity,” said Fenton.

“But it is their data expertise in collection, mining and data science that really sets fifty-five apart from any other agency, built on a policy of hiring only the very best talent from the world’s top institutions.”

Fenton began his career in 2000 at BBH as an account planner. In 2007, he joined Razorfish as strategy director before becoming a managing partner in 2011. He was promoted to retail director for Europe, before joining fifty-five.

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