Panovus spins data and insight offering into new agency

The new entity will be headed by Andy Taylor (pictured), who was last at InfoGroup, and had spells with Cap Gemini and Experian earlier in his career.

DefinitiveIQ will offer clients market research, profiling, data analytics, data management and customer profiling to enhance their marketing performance and develop effective campaigns.

Taylor said that the company currently employs between 80 and 100 people and will continue to work with parent company Panovus’ client base, as well as looking to win business from new customers.

Panovus CEO Mark Duffey said: “For a number of years the Panovus Group companies have been working with clients to increase the value of their data in order to provide them greater customer insight and increase their campaign ROI. The launch of DefinitiveIQ as a brand in its own right builds on this, leveraging the group’s skills and experience and increasing our capacity as an integrated marketing partner.”