M&C Saatchi Launches 'Fluency' Data Consultancy

In London, ad group M&C Saatchi has launched a data consultancy called Fluency, promising to bring greater access to data and insights across organisations. It will be led by CEO Frisco Chau, who is also the wider group's Chief Data Officer.

The launch is part of M&C Saatchi Group's initiative to drive a 'simpler model', operating through five divisions: Global and Social Issues; Brand, Experience and Innovation; Connected Creativity; Performance Media; and Passion Marketing. Fluency will combine a 'proprietary questioning framework', data science and tools, and a payment-by-results approach to uncover insight and better understand audiences. It will also operate four data platforms: 'Intelligence', 'Decisioning', 'Activation', and 'Measurement', all underpinned by an AI-based ecosystem.

Chau (pictured) joined last summer after nearly five years at Accenture Interactive, latterly as Senior Manager, Data Strategy. Earlier he led data-driven and digital marketing initiatives for Infosys, adidas Group, OgilvyOne, MassMedia Studios and Matrix-Data. At Fluency, he is joined by brothers Mike and Tim Spencer, who previously served as the group's Head of Intelligence and Head of Data Insight respectively, and are now Fluency's COO and Chief Strategy Officer.

Group CEO Moray MacLennan claims the launch will enable the group to use data at even greater scale and speed. Chau adds: 'We're thrilled to launch Fluency to the world and set out on a journey to transform our clients' growth prospects. We'll remove data from the hands of just a few to connect audiences, brands, creativity, media and platforms more effectively through integrated insights. We're deeply privileged to work with amazing founding clients and look forward to bringing the power of data fluency to those seeking sustainable growth'.

Web sites: www.mcsaatchi.com and www.fluency.mcsaatchi.com .