• by Laurie Sullivan , Yesterday

The Brandtech Group announced Monday the launch of a global data and artificial intelligence (AI) practice that combines more than 500 specialists across 22 countries that represents more than $100 million in revenue.

The Brandtech Group is a technology holding company.

Founded in 2015 as You & Mr Jones, it was rebranded in 2022 and now operates as an umbrella and holding group that owns, manages, and invests in a portfolio of digital, data, and generative AI marketing companies.

"Brandtech Data," the holding company's new global data group, will become the framework that combines all agency capabilities to make it easier for clients to access the correct expertise.

The umbrella company will pull expertise and assets to combine data from fifty-five, DP6 and Jellyfish to help brands achieve their goals.

Media planners, creative strategists, and data analysts rely on insights from behavior to support agentic agents and the brands the technology represents. 

Brandtech’s companies have been working with AI for years. Now the companies formally will have support from combined data and AI agents.

The new group will focus on "AI Transformation," "Personalization & Customer Experience," "Measurement & Decisioning," and "Data & Technology Foundations."

Most global brands already have large amounts of data but the challenge has become ensuring none remain in silos to support AI.

Will Heins has been appointed CEO, and Pierre Harand, co-founder and CEO of fifty-five, will serve as President. Both will retain their existing roles as they lead the new group.

"We always say to our clients that if they want to do AI well, they have to start with data. Global companies already have enormous amounts of data, but too often it's fragmented across different platforms, markets and teams and isn’t ready to power AI," David Jones, Brandtech founder and CEO, said.

He said that in the AI era, companies do not need to own more data for the sake of owning it, but rather will become more effective at putting existing data to work.

The launch strengthens the role of data within Brandtech’s "AI Transformation" offering, helping clients move from AI strategy to implementation and measurable business outcomes.

The new practice connects data expertise with the Group's broader creative, media and technology capabilities, including Pencil, OLIVER and Jellyfish.

It also brings together extensive expertise across the Google ecosystem, one of the group's largest global technology partnerships.

Brandtech Data will service clients through the Google Marketing Platform alongside the technical, measurement and consulting expertise needed to get more value from their marketing technology investments.

The capabilities now brought together under Brandtech Data have already delivered measurable results for major brands, including an 83% increase in e-commerce revenue for Salomon through AI-powered Google Shopping optimization.