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Tri-Direct transforms into Acquity
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Tri-Direct transforms into Acquity |
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6th January 2008 Leading response agency flags move into customer insight
Tri-Direct has rebranded itself to position itself in the market as a customer insight agency. The agency, which celebrates its 20th anniversary this year, numbers HBOS, Salaam Halal Insurance, Kettler, Moneycorp, Hiscox and Vue Entertainment amongst its clients.
Tri-Direct transforms into Acquity in January 2009. The new name springs from: acuity meaning ‘sharpness and perceptiveness of intellect’ and acquire, meaning to attain or gather. These combine to make Acquity.
Richard Davies, formerly Head of Integration, has been appointed Managing Director of Acquity. Patrick Carew, founder and former Managing Director of Tri-Direct, moves to head up Finance.
The company has restructured to deliver on the promise of customer insight by creating an Insight and Analytics team to deliver the company’s core proposition – that of ‘Knows Your Customer’.
Richard Davies said: “All agencies claim to offer something special, but we’ve built on our unique data heritage with a significant investment into our people and our systems so we can rightly claim to Know Your Customer. We now have an analytics team boasting seven experts in all aspects of data – and the data insights generated enable us to be incredibly precise in our prospect targeting and execute every media channel with a high degree of accuracy and relevancy to generate the best sales outcome. Combining this acuity with the core principles of customer acquisition developed over the last two decades, we have become Acquity.
“Underpinning this positioning is the roll-out of our market leading customer tool Continuum; our vast ‘true view’ intelligence data source which holds 46 million individual’s profiles with up to 350 parameters on each. We can append knowledge of a client’s customers and prospects as they interact with different channels along their journey to shape future communication strategies, and we can do this in real-time – converting prospects to customers because we are communicating the right offer at the right time to the right individual.”
Acquity’s board led by Davies, comprises Patrick Carew, Andrew Higgs, Barry Leeson-Earle, David Easton and Steve Reid.
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If you are a journalist and would like to know more about Acquity, please contact Steve Reid on 07711 509 259 or email sreid@acquity.co.uk.
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