London office of Netherlands agency group helps brands address challenges posed by tech and data
Data-driven dialogue agency, Yourzine UK, has rebranded to become Adeptiv UK, with a new management team that includes ex-DigitasLBi Business Director, Jake Richards, as Managing Director. Alisa Fleischmann, previously of Wunderman and OgilvyOne, has been brought in as Client Services Director.
The rebranded agency, whose key UK accounts include ODEON, operates as the London office of 250-strong Dutch agency group, Adeptiv, formed from the merger of several agencies including Yourzine and Searchresult. Group clients include Vodafone, Samsung, Triodos Bank, T-Mobile, Jaguar/Landrover and IKEA.
Adeptiv UK’s proposition revolves around using data, technology, creative and media to help brands ‘get, keep and grow’ customers at scale by enabling genuine, timely conversations throughout the customer journey. Services span CRM strategy, creative, build and deployment and website user experience as well as PPC, SEO and programmatic strategy and execution.
The agency’s team of technology and data specialists, as well as platform partnerships with Salesforce, Google, Selligent, Braze and Adobe, means one of its core offerings is consultancy and skills transfer to help clients maximise gains from marketing technology, including marketing automation and data platforms.
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“Often, brands have powerful technology and tools at their disposal, but overstretched marketing teams need support to understand all the functionality as well as how different platforms can be combined to connect with customers and prospects to deliver maximum value,” explains Jake Richards. “We’ve got a team of technical data consultants, data scientists and platform experts who can consult on joining the dots to drive more out of brands’ existing technology stack.”
Part of the way the agency delivers on this is by working collaboratively on-site with brands’ internal teams, something that is very much part of the Dutch agency working style.
“Adeptiv acts as an extension of my team, providing strong strategic CRM recommendations, bringing magic to the way we engage with our audience of film fanatics and helping us get the most from our technology,” said Patrick Steele, Loyalty and Membership Manager at ODEON.
Another trait that Adeptiv UK has adopted from the agency culture in the Netherlands is a directness and curiosity to the way it works with clients explains Alisa Fleischmann:
“We’re not afraid to ask tough questions to get to the heart of a client’s challenges.”
Adeptiv UK has a growing team of experts in London covering each of its core discipline areas. As well as helping startups and disrupter brands connect with their audiences and grow their databases, it is adept at assisting brands in disrupted markets get back on track, by harnessing the right technology to stabilise and grow their relationships with existing customers and find new ones.
Adeptiv UK New Management Team Profiles
Jake Richards, Managing Director
Jake Richards joined Adeptiv UK as Managing Director brought in to oversee the rebrand from Yourzine UK and to grow the business across verticals Adeptiv Group excel within. Jake was previously Business Director at DigitasLBi where he ran a portfolio of accounts that included; Knight Frank, HSBC, McDonalds, Four Seasons and Lexus, which went on to win a DMA Gold in 2017.
He has 17 years’ of experience working both client side and at agencies across a broad spectrum of disciplines, channels and sectors. After starting his career as an in-house marketer at LloydsTSB and Axa Sunlife, Richards moved into the agency world with positions at independent agencies and global networks such as Omnicom and Publicis which includes; Kitcatt Nohr, Claydon Healey, RAPP, Chemistry and DigitasLBi
Alisa Fleischmann, Client Services Director
Alisa Fleischmann was hired as Client Services Director at Adeptiv UK to support the agency rebrand, develop new business and service existing clients. She has over 12 years’ of experience in data-driven one-to-one communications, with a specialism in loyalty programme enhancement. This includes positions at Wunderman UK where she supported Shell’s loyalty transformation and at OgilvyOne working on brands such as British Gas, American Express and British Airways. Previous to joining Adeptiv UK, Fleischmann set up a specialist talent recruitment agency for the marketing industry.