Acquity appoints Steve Barr as head of customer insight
LONDON - Acquity, formerly Tri-Direct, has appointed Information Art's Steve Barr as head of customer insight and planning, reflecting the agency's desire to re-enforce its positioning as a media agency that understands customer data.
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Barr joins from Information Arts where he was director of insight. In that role he led the development of psycho-demographic and lifestyle-based modelling tools, designed to predict the drivers of business directors.
He helped clients including Vodafone and Xerox to develop data-led strategies for profitable customer development and acquisition.
Barr also led Information Arts' efforts in an HMRC task force to target missing tax revenues, a project, which resulted in identifying individuals responsible for millions of pounds of unpaid taxable income.
Prior to this role Barr was a founding partner of Alchemy Direct/The Values Company, a B2C data mining and marketing analytics company.
His clients included Barclays, Co-operative Bank, Unilever, Honda, NSPCC, Oxfam, PC World and various Ford brands.
Tri-Direct rebranded as Acquity earlier this month to emphasise the agency's growing use of customer insight in media planning, buying and campaign management.
Richard Davies, managing director, said: "Steve has a wealth of experience in analytics -- especially with regard to CRM and acquisition -- in both the B2C and B2B spaces.
"He has worked with many high profile agencies where he has always focused on creating insights that explain what is going on behind the customer behaviour, and how to use those insights to create a richer customer experience and a better bottom line for the business."
Barr said: "Acquity is increasingly helping clients to think about the long-term relationship with the customer, rather than simply how to acquire the best in the first place.
"As consumers become increasingly knowledgeable, intolerant of poor service and more focused on price whilst still insisting on good service, the need to build valuable relationships -- over time -- has become increasingly important to clients and it is our mission to help them achieve this."
Barr: head of customer insight at Acquity
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