1508 to Add Metric Focus to Marketing

CHICAGO Three industry veterans have come together to form a new consultancy aiming to add accountability to the practice.

The consultancy, named 1508 Inc., was founded by Lori Beal, Jay Miller and Dennis O’Connell, who each have more than 20 years experience in marketing. Miller, who will be CEO, most recently held the same title at TargetCom. Beal, who will be 1508’s president, has worked at RR Donnelly and DDB Chicago. Dennis O’Connell, who spent the past 25 years at DDB Chicago, will be 1508’s chief strategy officer.

The consultancy, which will have offices in Chicago and San Francisco, will employ a proprietary Metric-Focused Marketing discipline intended to bring more accountability to the marketing practice, according to Beal. “It will assign a degree of discipline across all media,” she said.

“With tighter marketing and advertising budgets and increased scrutiny on every spend, stakeholders require real accountability, benchmarking and measurability,” said Miller, in a statement. “By focusing on strategy over execution, we’re able to apply a metric focus to all marketing disciplines.”

The principals said their intention was not to take away from a client’s marketing partners, but to act as a complement to them. “Ideally, we would partner with an agency,” O’Connell said.

The executives would not disclose their current client roster, though O’Connell said the firm has clients in the retail, auto aftermarket and health services industries.