DraftFCB is looking to bolster its data and analytics programs. AdWeak is reporting that this is due to a “growing demand among clients such as Citi and CA and has recruited OgilvyOne’s Ira Helf to run it.”
Ira used to be the Managing Director of Marketing Analytics at OgilvyOne. His new title at DraftFCB is executive director data and analytics.
Helf, 55, is an analytics man. He was VP at Claritas, The Nielsen Company; a senior analyst at IRI and a department manager at CACI with a degree from Stanford (statistics, marketing, mathematics). At Draft, Helf will report to one time colleague Peter DeNunzio, former general manager of OgilvyOne.
“The DraftFCB model is built on extracting consumer insights through data and the demand for our ability to analyze [such data], has never been greater,” DeNunzio said. DraftFCB is alway touting their analytics program, since they are a direct marketing shop at heart. Helf will direct 20 to 30 strategists and technologists with growth sounding like a definite.
Hey, not a bad move for Draft. The agency should focus on the data, because the creative thing just isn’t their strong suit.