Evidence-based marketing agency launched

A new creative agency offering evidence-based marketing has been launched by the former heads of Made With Love.

Lode will be based around a three-dimensional view of the customer and brand, using data analytics, customer workshops, online tracking and process mapping to define propositions and media mix.

The agency is run by Andy Perillo, Peter Rivett-Jones and Fran Perillow, previously partners of MWL which was acquired by Chemistry in 2003. It marks their return to the agency world where they believe a gap exists for a new type of marketing entity.

Andy Perillo says: “We’ve witnessed fundamental changes in the agency landscape.

The past five years have been hard on marketing agencies. Clients want more for less, but this often results in a dumbing down in the way agencies produce work, less thinking time, less creative time and rarely insight-led. The results are that neither the client nor the agency is happy. We’ve created Lode to thrive on these changes. Lode combines the energy and creativity of an agency with the intimacy and upstream thinking of a consultancy.”

Rivett-Jones adds: “All too often, marketing decisions are being based on obsolete knowledge or just past experience. However, sometimes that experience isn’t applicable to a new situation. We advocate using business and customer intelligence to pinpoint the most profitable marketing strategies, using hard evidence to reassess old assumptions and ideas, instead of just going on intuition.”

Perillo concludes: “Another key change has obviously been the role digital now plays in our lives. We believe in a balance between the traditional agency skill-sets and the new demands of the digital marketplace. Digital is transforming the way people interact with brands and each other but, psychologically, the buttons pushing their needs, fears and desires are right where they’ve always been.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now