TBWA\Australia has joined forces with Omnicom Media Group's
data science agency, Annalect, to create CLUE.
CLUE - an abbreviation for
Consumer Learning and Understanding Engine - leverages Annalect's best
in class technology, deterministic data sets and robust reporting
platform to drill deeper into macro and granular level insights.
Wells, CEO of TBWA\Melbourne, says CLUE has been designed to better
understand people's current and future behaviours and translate those
predictions and understanding into insights that drive stronger creative
Says Wells (right): "It's not a panacea for getting creative right, but it can
trigger an opportunity or validate an idea. Creativity is and always
will be TBWA's superpower but CLUE is our new compass. We will continue
to inspire with ideas, but CLUE will ensure we're always landing with
Wells says, TBWA will be the disruptor to the long held,
unwritten belief that creative hot shops don't get data: "When
considering the options of bringing data in-house at TBWA, we rejected
the idea of acquiring a specialist agency or building a bolt on
"If you bolt it on or buy it in, the body is likely to
reject the organ. A cultural collision is almost guaranteed. You also
restrict its influence and we have no interest in being selective about
who uses CLUE and who doesn't. We aren't building a data ghetto here -
we're infusing the discipline of data practice into the life blood of
"Annalect was a natural partner to this ambition.
They are the brains behind some of the new agency models coming out of
the US like Hearts and Science. But importantly, they also understand
Martin Orliac (left), general manager of Annalect
Australia, says he's inspired by the potential of powering creativity
with data and technology.
Says Orliac: "We can think of so many
ways we can inform the creative process and deliver better outcomes for
clients. We already had the data and the technology, but it took months
to build the bespoke approach and infrastructure that TBWA required.
a very different setup from what we were using in media, but we're able
to apply the same advanced analytics and AI techniques to entirely
different purposes. Working with Kimberlee and her team has been great,
we're very excited to see what comes out of this unique partnership."
Bradbury, CEO TBWA\Australia and New Zealand, says CLUE will be rolled
out over time across all offices in Melbourne, Sydney and Auckland.
Bradbury: "The partnership with Annalect has been brilliantly led by
Kimberlee Wells, who is one of Australia's most credentialed data and
direct marketing practitioners. CLUE is not just a product, it's a
fundamental shift in our entire operating model. We have re-engineered
our processes to ensure every brief begins and ends with CLUE.
also made some formidable hires. Catherine Graham, formerly head of
customer experience at Clemenger Melbourne, is a career direct and data
strategist. Billy Loizou joined us in September last year from his role
of chief marketing technologist at Digital Logic. Will Nichols -
Sydney's planning director for data & direct - has played a pivotal
role working with Annalect to build bespoke data cakes for our clients.
And, of course, there's the analysts themselves, which are Annalect
staff embedded into our creative agency environments."
arrival of CLUE is heavily supported by TBWA\Melbourne's chief creative
officer, Paul Reardon, who believes that whilst creativity is, and
always will be, the key differentiator for brands - data plays an
important role within the ideation process.
Says Reardon: "CLUE
gives us all a forensic insight into our work - a much better
understanding of who to talk to, exactly when to talk to them and why.
We find ourselves in a far stronger position when our briefs start with
this level of detail."