TRACK and adam&eveDDB Group have partnered to merge their customer experience and data-science capabilities.
Simon Adamson becomes Chief Experience Officer of adam&eveDDB Group and will lead the team.
Emotional data is the focus of the new offering.
To add muscle to the operation, adam&eveDDB made two senior hires: Bonnie Jones and Gavin Pearce, who join as experience strategy directors from AKQA and Eight Inc, respectively.
In addition, Drew Spencer was tapped as executive experience design director and Sara Chapman as executive experience strategy director. Both joined the adam&eveDDB in 2017 and have worked for various agency clients, including Mars IAMS and Adidas.
Adam&eveDDB Group and TRACK also worked together to win the integrated JetBlue business in the U.S.
“By creating the new integrated unit, we will be able to scale this offering, creating more meaningful, memorable and emotional experiences for customers and help ultimately drive growth for our clients,” said Adamson.
“Marketing automation and technology are only the means, not until we truly merge the power of creativity and data science will we be able to add empathy and context to today’s digital customer experiences,” said Phillip Schilling, managing director at TRACK.
Both agencies are part of the Omnicom and DDB Worldwide network. Adam&eveDDB Group has offices in London, New York and Berlin and TRACK has offices in Hamburg, Toronto, Auckland and Sydney.
Cannes Lions Agency of the Decade adam&eveDDB also picked up the Deutsche Telekom account in May. To service the work, opened its third international office, adam&eveBERLIN, to lead the business out of the client’s largest market.