• by Richard Whitman , Columnist, May 30, 2021

Omnicom commerce and retail-focused agency The Integer Group has launched a new practice anchored by a proprietary data platform designed to predict and shape shopper behaviors and outcomes. 

The new unit, dubbed the Growth Sciences Practice, was developed in partnership with Omnicom Commerce Group. It will be led by agency veteran Eamon Boyle who joined the agency as senior vice president, Growth Sciences. He joins from IBM, where he was analytics lead.

Boyle has a PhD in applied modeling from the University of Illinois and has also led analytics departments at JWT, the Martin Agency, Havas and Assembly Media. In 2018, Boyle worked with University of Technology Sydney to develop a data platform — said to be a first — to visualize media and medical data in 3-D.

His past client experience includes 20th Century Fox and several other top entertainment companies, automakers Ford and Toyota, big tech and telecom companies, finance firms and other blue-chip companies.

Ellen Cook, who was promoted CEO of The Integer Group in October, said the new practice would help the agency “fuse creativity with custom and holistic data, analytics and tech in new ways” that she believes will help “shape the future of the commerce and retail landscape.”

The agency has seen significant growth in recent months, winning new clients including Ferrero North America, Purell, Covergirl and adding business from AT&T, Duracell, J&J, Michelin and Red Robin. Existing clients also include Nestlé, PepsiCo and Starbucks.