Sagacity’s datasets and services, combined with Medialab's campaign measurement and planning tools, will give organisations more precise multi-channel marketing services that drive increased RoI.
Data solutions expert Sagacity, and Medialab, a leading UK independent media agency, are partnering to provide personalised, data-driven marketing campaigns that deliver greater return on investment (RoI). By combining Sagacity and Medialab complementary services, the partnership will enable the delivery of joint products, while enhancing existing services, to help clients meet their strategic marketing goals.
Following its acquisition of award-winning data marketing and insight agency, REaD Group Ltd. in 2022, Sagacity has significantly expanded its portfolio of data products and services, helping to drive deeper customer insights for clients. Equally, Medialab has also more than doubled in size, demonstrating the value of its data-driven approach to media planning, execution, and measurement. By joining forces, clients – which include some of the country’s leading brands – will be empowered to make wise decisions that are powered by the intelligent use of data; ensuring every consumer is treated like an individual.
The partnership will be a win-win for Sagacity and Medialab clients, who will benefit from:
- Access to more campaign channels and better measurement tools: Sagacity’s clients will be able to extend the highly responsive and targeted campaigns they already run into more digital channels – such as TV, Instagram, and YouTube. Clients will also benefit from Medialab’s Marketing Intelligence Platform, Apollo, which provides real-time data to better measure campaign performance.
- Richer data to target customers: Through access to Sagacity’s consumer and geographic data, Medialab will enable clients to target certain demographics more precisely. Examples of these datapoints include information on customer interests, what issues resonate with them, who they live with, wealth and health, affordability and indicators on household spend.
- Joint product launches: The companies are working on a re-permissioning program to help brands gain clarity on what contact permissions they have for different media channels. The product would assist brands to gain permissions across more channels and aid with compliance.
“Brands are feeling the pinch from increased competition and tighter marketing budgets. This partnership will ensure that all campaigns deliver on investment, by using data to reveal who brands should target, and how to do so,” comments Scott Logie, Chief Commercial Officer at Sagacity. “Medialab is a longstanding trusted partner, and by formalising our relationship we will work closer together to help our clients meet their long-term goals.”
Marcus Orme, co-founder and CEO of Medialab, says: “As an independent agency, the key driver for our media choices is the data – which we turn into valuable, actionable insights for our client partners. This unique partnership will give our clients unprecedented access to Sagacity’s rich consumer datasets enabling more confident, effective decisions to made about where to focus marketing resource.”
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