Big Data Meets Big Creative

Above: Ian Milner, iris joint Global Chief Executive

 

iris Worldwide, the creative innovation network has acquired Datalytics, a specialist in data analysis and management, to further strengthen its insight-led creative proposition.      

 
The partnership with Datalytics will mean that iris clients will benefit from an effective, data-led approach to highly-targeted, creative campaigns globally.

 
With traditional brand and media thinking coming under scrutiny, and the industry becoming fragmented as more creative engagement options flood the market, there is a demand to invest more in insight and evaluation. 

 
The acquisition of Datalytics will enable iris to ‘marry the left and right sides of the brain’; understanding how creative influences engagement, how that drives positive action, and in turn, what that means for market share and profitability. 

 
Ian Millner, Joint Global Chief Executive at iris said of the acquisition: “The way people interact with creative is split across a global ecosystem of things; data is critical in accessing the behaviour behind these interactions in order to develop campaigns that create real impact on the market.  We are currently at the cutting edge of insight and CRM – and this partnership with Datalytics marks our commitment to staying there and delivering creativity within context for our clients.”

 
Datalytics will align with iris Concise, the networks’ consulting, CRM and technology arm.  One of the UK leaders in customer management, Datalytics helps companies gain a greater understanding of their customers and turn that understanding into actionable insight.
 

Alan Tomlinson, Managing Partner – Analysis, Datalytics added: “iris was a natural fit for Datalytics to further develop our customer insight offering.  Gaining access to iris’ network of technology and skills, particularly in digital, will enable us to broaden our offering on a global scale.  Integrating the expertise of Datalytics to the existing data skill set within iris will create an impressive proposition, to develop impactful solutions for brands based on effective use of data and analytics.”

 
iris will be globalising Datalytics’ capabilities through its global network, with Datalytics gradually adopting the iris brand and moving into iris Towers in its London HQ in January 2014. 

 
The acquisition, the second in iris’ history, also marks the networks commitment to expanding and strengthening its geographical reach and skills proposition to brands. 

Millner added: “Whilst this is just the second acquisition in our history, this is really just the beginning.  We believe that we offer not just a better alternative, but the only alternative to the global advertising networks – and the way we commit to that is by having the best creative and business minds on our team.  Now Datalytics is part of that team.  We’re on a mission to become the largest independent creative network and I’m excited about what we’ve got in store for the next 12 months.”