Red Brick Road Opens Standalone Data Business

In London, full-service creative agency Red Brick Road (RBR) has launched a standalone data company called Emerald, which will be led by long-time Proximity exec Claire Aldous.

RBR has offices in Clerkenwell and offers a wide range of solutions, from PR and earned media to advertising, social media strategy, audience segmentation and customer profiling. Emerald has been set up to help clients uncover the hidden value in their data, using proprietary products and services built by a team of data scientists at business management consultancy Model Citizens. The business will work alongside RBR, supporting shared clients, but will also have its own separate clients.

Aldous (pictured), who is a shareholding Director, joins from the Inside Ideas Group, where she served as Head of Data Planning and Analytics for four of its brands - Oliver, DARE, Adjust Your Set and Aylesworth Flemming. Prior to this, she spent ten years at Proximity London, latterly as Deputy Head of Data. In her new role, she will be supported by former RBR data planner Victoria Launer.

Commenting on the news, RBR's CEO David Miller said: 'Anyone who knows Claire knows that she is the best in the business at uncovering the hidden commercial and business value within complex data. She finds value, where others can't, and best of all, she makes data transparent and truthful. We're ramping up our efforts to create followings for our clients' brands, and data is critical to this'.

Web sites: www.redbrickroad.com and www.emeraldthinking.com .