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Former HOME executives set up Leeds machine learning brand

Third Foundation

Three senior figures from strategic marketing agency HOME have reunited to launch a new machine learning and AI brand in the heart of Leeds city centre.

Third Foundation is the brainchild of HOME’s ex-tech director Phillip Midwinter, who is joined by former Managing Director (Digital) Michael Ward and former Head of Media Technology Paul Roberts.

Already, Third Foundation has secured Google Cloud partner status, making it the region’s only machine learning firm on the programme.

Ward, who takes on the role of Third Foundation CEO, said: “We’ve carefully assembled our team so that we’re not just providing clients with future tech to spearhead business growth – we’re also combining what I genuinely think are some of the smartest digital marketing minds in the north, to give brands the time and space they need to fix business problems with a whole new world of information.”

Midwinter, who becomes CTO, added: “We want to quickly uncover what clients don’t know, such as patterns in missed opportunities or lost revenue. And we can do this thanks to the rapid deployment of our machine learning algorithms which extract, build and interrogate data sets swiftly and compliantly.

“We’ll be able to help any large or fast-growth organisation that holds lots of information, but brands with a keen eye on marketing performance will specifically benefit from a new level of understanding from properly-engineered data.”

Three other colleagues have also joined the team at The Leeming Building. The start-up says it has three core propositions – to collect more detailed data and streamline disorderly sources into a single secure space; implement cutting-edge machine learning to recognise performance patterns and generate predictions; and to harness artificial intelligence to automate and improve dynamic decision making.

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