“The explosion of data for measuring the performance of our clients’ marketing communications has brought the role of analytics to the forefront,” said Hurrelbrink. “Giles will now lead our internal capability focused on harnessing all that information in ways that deepen our ability to optimize performance and predict outcomes in increasingly relevant ways.”
“I was inspired by my meetings with the agency’s leadership team,” said Martin. “With their commitment to a truly integrated model of digital, creative and media planning, the decision to bring deeper analytics into the mix has enormous potential for clients.” Click here for an audio clip of Giles Martin commenting further on the role of analytics.
Martin worked most recently at Ocean Media Inc (Los Angeles), building the data analytics capabilities for all clients and providing account leadership on eHarmony.com. He began his agency career in the UK at agencies including Carat and M&C Saatchi. He earned degrees from Oxford University in philosophy and modern languages.
“Data proliferation will not abate,” continued Martin. "Our job is to figure out the true strategic KPIs, track them, and turn them into actionable insight. The data that’s out there can create a holistic, real-time view of consumer behavior or refine our understanding of what channels or executions are working best. All this will create a closed loop of smarter marketing for agency clients."
Strong Digital and Business Momentum
Giles’ appointment continues Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
“Giles is an important addition to our leadership team,” continued Hurrelbrink. “We’ve been capturing and using online and offline data strategically for a long time, but the time has come to elevate and operationalize the strategic impact of metrics gathered through all phases of the marketing and communications process.”