Adam&eveDDB Group and TRACK have partnered to bring together their Customer Experience and Data Science capabilities.
The partnership aims to put emotional data at the core of their offering.
The team is being led by Simon Adamson, who will take on the role of Chief Experience Officer of adam&eveDDB Group, after building up the agency’s award-winning Digital, Social and Content offering since joining in 2014, alongside Phillip Schilling, Managing Director at TRACK, the international Data Science, CRM and marketing transformation agency of DDB Worldwide.
As part of the move, adam&eveDDB has made two senior hires, Bonnie Jones and Gavin Pearce, who join as Experience Strategy Directors from AKQA and Eight Inc, respectively.
Furthermore, Drew Spencer will take on the role of Executive Experience Design Director and Sara Chapman will become Executive Experience Strategy Director.
Drew and Sara joined adam&eveDDB in 2017, leading CX and Digital Transformation projects for the agency’s clients, including the development of Mars IAMS NOSEiD; a ground-breaking biometric identity system for dogs and Adidas GMR product which won multiple awards, including three Cannes Lions.
The agencies joined forces last year to win the integrated JetBlue business in the US, working across all of JetBlue’s travel properties including JetBlue airways, JetBlue Card and the TrueBlue loyalty programme covering brand strategy, advertising, CX, CRM and personalisation.
“The work we are doing for Mars and JetBlue is already demonstrating the potential of fusing customer-centric creativity with TRACK’s world class data science capabilities.
“By creating the new integrated unit, we will be able to scale this offering, creating more meaningful, memorable and emotional experiences for customers and help ultimately drive growth for our clients.” said Adamson.
“Adam&eveDDB have shown time and again they understand the power of emotion.
TRACK’s Shilling said: “Marketing automation and technology are only the means, not until we truly merge the power of creativity and data science will we be able to add empathy and context to today’s digital customer experiences”.
Part of the DDB network, adam&eveDDB Group has offices in London, New York and Berlin and TRACK has offices in Hamburg, Toronto, Auckland and Sydney.
The new relationship with TRACK is in addition to adam&eveDDB’s ongoing partnership with Omnicom Precision Marketing Group (OPMG) on their major international clients.