Ad agency A&G has launched a standalone tech-focused and data-driven CRM agency CeCo Digital, to help marketers retain and grow customers beyond the sale. The new shop’s approach unites communication, CX and loyalty capabilities.  

And the agency has tapped Bain partner Raj Heda to lead its technology practice.

As a “customer technology agency,” CeCo Digital will develop platforms for brands that unify the efforts of customer-facing departments. The agency will also create loyalty technologies, design and launch digital products like customer portals and help client teams prototype business systems.   

“It’s not enough for marketing to get people in the door anymore,” said Ryan Mulloy, chief customer officer at CeCo Digital. “CMOs need customers to stay longer, spend more, and tell their friends about you. And that takes technology partners who understand the role of brand, differentiation, and audience needs.”  

The move comes after A&G tried to make CX technology an in-house capability, only to find that technologists need wider exposure. Three years ago, A&G acquired Carter Edwards & Company, which provided big brands like Dunkin’ and Biogen with CX solutions customized to their operational needs. Turning it into an agency capability (headed by Mulloy, a former Sapient executive) gave A&G clients the ability to tap new opportunities for growth across the customer journey.   

Without its own name and footprint in the marketplace, however, the team found it harder to drive leading-edge technology ideas. “Technologists aren’t flocking to advertising and PR agencies,” said Andrew Graff, CEO at A&G. “By launching a company in the tech space, we can attract the people and projects that sharpen our capabilities in what’s next. Especially with Raj, who is a remarkably different kind of technology executive than agencies typically have.”  

As a former partner at Bain Consulting with past experiences at BCG, Sapient, and PWC, Heda has led large-scale digital transformation efforts for Fortune 100 businesses in AI, healthcare, retail, and financial services. He has helped transform such enterprises as Morgan Stanley, Sony, Fidelity, Molina Healthcare, Blue Cross Blue Shield, Unilever, and American Airlines.   

“CeCo gives me the chance to see the difference my work makes,” said Heda. “At the big consultancies, my focus was on developing strategies for clients who would build technology themselves and often overlook the marketing needs. Here we can get involved in the CX vision and apply a human lens to create authentic customer value. That’s a big step forward.”  

A&G has offices in Boston and Philadelphia. Clients include Meet Boston, Dunkin’, Safety 1st, Legal Defense Fund, Keurig, and Visit Philadelphia. 

Pictured above left to right: Graff, Heda, Mulloy and A&G Chief Creative Officer Jennifer Putnam