After joining Leo Burnett in January of this year, the agency’s North American CEO Andrew Swinand is making a big push into data and analytics for the creative shop, hiring a new chief intelligence officer and launching The Core—the agency’s answer to ensuring its creative work for clients is highly targeted to the right consumer and backed by data.
Swinand hired John Lowell to fill the chief intelligence officer role, and he will be responsible for heading up The Core.
Prior to joining Leo Burnett, Lowell built up his data background through a number of jobs including his most recent role at analytics firm Uptake (recently named the fastest U.S. startup to hit a $2 billion valuation) as VP of product strategy. Lowell also spent time at Flite and Starcom, prior to Leo Burnett.
So what exactly is the purpose of this new offering from Leo Burnett. In a statement, Swinand notes that the unit, “will take the best of digital insight, the best of CRM and the best of human understanding, and link it all together as one powerful offering.”
Moving forward, The Core will absorb Leo Burnett’s Personifi and HumanLabs teams to create one larger analytics team.
Added Swinand: “We live in a world where people are telling us what they want through their behavior. We can harness this data and infuse it into our creative communications to make them more personalized, more engaging and more effective.”