Snowball to realign Tangent Direct into business

Direct marketing and customer insight agency Snowball is to realign its sister agency Tangent Direct under the Snowball brand with immediate effect.


As a result of the merger, the agency will more than double in size, making it the largest single business within Tangent Communications plc.

The newly merged company’s client base now includes Greene King, Gala Coral Group, Citroen, National Trust, Homeserve, The Labour Party, Marston’s, and Wolseley to add to Snowball’s existing roster of Bang & Olufsen, Dunhill, Meridian, Hulsta and Trailfinders amongst others.

The combined agency brings together a range of skills across data, direct and digital disciplines. Snowball will now have a team of 25 developers, as well as access to a pool of data experts; Taobase, a digital system for cross-channel data management, profiling and analysis, and Marketing Toolkit, an online, self-service marketing platform.

Damian Bentley, managing director of Snowball, will continue to lead the agency, supported closely by David Powis, technology director.

Other senior members of the team include Gary Howard, business director, and Jonathan Pritchard, business development director. David Rolfe and Byron Lapidus will be client services director and creative director respectively.

Bentley says: “There’s been talk for many years about the agency of the future; one that really understands how data, marketing strategy, creativity and technology can work together to deliver infinitely better returns for clients.

“Snowball is now a major player in the data and direct industry. The technology and scale provided by Tangent, along with Snowball’s existing strategic, creative and data expertise has created an agency that will help brands reach customers with greater accuracy and effectiveness than ever before.”

He adds: “We have some exciting plans for the future of Snowball, and hope to grow by another 15-25 people over the next two years. 2010 has already begun with a number of significant wins including new work for Volvo, Gala Coral and Heineken and we’re looking forward to building on this momentum and continuing to deliver brilliant work for our clients in the years to come.”

Tangent bought Snowball for a around £3.2m in September last year.

Snowball recently created a DM campaign for high-end consumer electronics retailer Bang & Olufsen allowing franchisees to customise copy to suit local needs .

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