IF has restructured its core services, launched a data division and made two senior appointments.

The Altrincham-based agency says it will now focus on three main areas – data research, planning and analysis; brand planning and idea generation; and integrated campaign management.

Joining as IF’s new data science director is Peter Harris, who was previously head of data science at Shop Direct. He’s also worked for Procter & Gamble, The Body Shop, MediaVest and TBWA.

Harris’s role will see him working with clients across data analysis and communication planning.

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Stuart Hornby joins as client services director, and will work on all aspects of client management and play a key role in new business development.

He moves from Havas Lynx, and has also held positions at Madhouse Associates – where he led the Toyota, Reebok and Astra Zeneca accounts – and Amaze.

Christian James, MD at IF, said: “Stuart brings over 15 years of creative agency experience and an energy that knows no bounds. His arrival means our clients are going to be amazingly well looked after and will give me some more time to devote to business development.”

He added: “We now have a very joined up, end-to-end offer. Data insight will deliver more potent fuel for our brand development offer and will also ensure more thorough measures of effectiveness for our multi-channel activation campaigns.”

IF works with the likes of Greene King, Spirit Pub Company, Mothercare, Knowsley Safari and Princes Foods.

Pictured (l to r): Peter Harris, Christian James, Brian Rees, creative director Jo Whiteley and Stuart Hornby