The new specialist business unit will be led by Ben Silcox (pictured left) and Mark Barry (pictured right), both formerly of Havas Helia. Silcox joins the company as chief data officer, while Barry joins as head of business solutions.  

The unit is intended to embed data-inspired decision making into the strategic process and creative output of the agency. Building on existing analytics capabilities, it will deliver data intelligence services through three products: optimisation business solutions, data science and automation, and predictive analytics and insight. It will provide stand alone consultancy, implementation and delivery, as well as integration with AnalogFolk’s digital services. 

“Since the launch of AnalogFolk eight years ago we have relentlessly pursued ways to push our offering and ensure we provide our clients with innovative services that keep them ahead of the competition," said Bill Brock, CEO and founder of AnalogFolk.

"AnalogFolk DNA is our most ambitious and exciting move to date, and to have attracted two of the world’s preeminent minds in the space to lead it is a massive coup.”