Leeds agency Intermarketing has launched a new data and analytics offering.

The new, 12-strong team will be led by new channel strategy director, former Callcredit and Bauer Media manager, Rob Edwards, and include the agency’s new head of CRM, ex Wunderman data strategist, Andrew Ananth.

Providing data, insight and strategy as well as data analysis, the service is positioning itself as “an antidote to the current Big Data deluge”, offering clients the chance to “demystify, humanise, simplify, hone and make better use of their relevant data”.

Rob Edwards will lead the new team

Rob Edwards will lead the new team

The team will be working alongside Intermarketing’s existing 136 staff based in Leeds and London.

The agency, whose current client portfolio includes adidas, British Red Cross, Virgin Trains, Bupa Global and the Shop Direct Group, has increased its turnover by 44% over the last year, opening three new offices in London, Amsterdam and Sydney.

Edwards said: “90% of all data has been created in the last two years. But not all data matters. There can be a lot of wastage. And clients are currently wading through the deluge.

“So we want to swap the usual telescope approach for a microscopic view. We’ve launched Intermarketing’s new data, CRM and analytics offering to make big data work smarter, turning analysis into harder-working insights and more meaningful ideas which target customers more effectively. Ultimately our role is to understand the connected consumer, creating conversations rather than just broadcasts so we can help close the gap between brands and their audiences.”

Nickii Gray, Intermarketing MD, said: “As an agency, we’ve got 30 years’ experience using data to direct our award-winning creative and marketing campaigns.

“So formalising an analytics team in-house, and welcoming some new brains into the agency, is a natural evolution for us. We’re really excited about the ever-increasing ability to blend science with creativity, enabling us to talk to our customers’ customers in the most compelling ways.”