Marketing specialist data group REaD has promoted group project development director Luci Penn to managing director of its rebranded subsidiary REaD as part of a restructure.
Penn’s former role is not being replaced and her previous responsibilities are being shared out between existing directors.
The changes are part of a group re-positioning of the services provided by the REaD Group PLC as a whole. Each company within the group will now have the strapline “Data Asset Management.”
The group has four companies, REaD, formerly REaD Group (UK) Limited, Scientia Data, meta-morphix and TRG Strata, which specialise in data refinement services for direct marketing uses such as removing names of people who have died.
Group CEO Mark Roy says the changes are about helping clients to work with data more efficiently. “We’re all working harder during this recession, but we’re on a mission to help all UK companies work smarter by optimising what is arguably their most valuable marketing asset – data,” he says.
Finding methods of maximising response rates to direct mail is becoming more pressing as response rates drop, both to traditional post and newer digital methods.