Entire DM launches RandD division

Entire DM has announced major advances to its data offering through the launch of a research and development division.

Heading up the RandD team will be Entire DM co-founder, Mike Fisher, whose title will change to Creative Data Director in order to reflect the agency's pioneering approach to customer insight.

The new division has been created to communicate Entire's commitment to developing new data products and progressing its existing range of resources.

Working with Acision, the provider of mobile messaging solutions that serves over 1 billion consumers worldwide, one of the first products being developed is a customer intelligence management solution that offers real-time analysis of mobile phone customers' behaviour.

Flagship multimedia database Select UK, one of the UK's largest databases, will be another key focus for investment, developing new analytical products and adding value for founding members.

Other new in-house data products are currently in research.

Although relinquishing his former role, Fisher will continue to head up large data projects with clients including Rodale Publishing, Littlewoods and Vernons.

Fisher co-founded Entire in 2000 after leaving his post as Database Director at Colleagues Direct Marketing in Bath.

Before this, he occupied senior positions at Safeway Stores and GUS.

Ian Stockley, Managing Director at Entire, said: "This new expansion is Entire making a statement about how dedicated we are to driving, maximising and progressing the way we identify the right audience for our clients marketing campaigns.

"Mike has been an integral part of this development and it is the right time to acknowledge his visionary approach to data more formally; he takes data fields and statistical techniques and creatively combines them in iterative stages.

"The role is absolutely right for our agency proposition and the job title goes some way to explain Mike's unique way of playing with data".

Mike Fisher, Creative Data Director at Entire, said: "Too many people take a textbook approach to data, whereas I would rather Entire be renowned for remembering that the textbook is there as a guide, not to restrict how far you push your work.

"Really, the change of title is confirmation of how we've always viewed data, and the new RandD unit is about communicating to clients and potential clients how serious we are about gaining genuine understanding in an increasingly crowded marketplace".

Entire is a direct marketing agency that delivers compelling creative work driven by comprehensive data planning and insightful strategic thinking.

They put the consumer at the heart of every campaign, reaching them with an approach informed by holding some of the UK's most comprehensive databases in-house, and bringing the brand or product to life through powerful, engaging stories.

This work is created, developed and executed by a team that believe in going 'the extra mile'.

So the agency runs on unashamed enthusiasm and absolute dedication to deliver a fresh new perspective to every challenge.

Headed by Managing Director Ian Stockley, the agency has two core offerings.

Creative Data Director Mike Fisher oversees Entire Data, a division dedicated to finding and understanding and targeting the right audience.

As Creative Director, Ian Bates leads a team within Entire Creative that is obsessed with developing the most powerful way to communicate with them.

Established in 2000, Entire is still an independent agency and has shown consecutive year-on-year growth working with clients including Tourism Ireland, PDSA, Reader's Digest, Next Directory and Northern Rock.

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