Former Maxus boss David Gaines has resigned from data and insights firm Edentify after a year in the job.
Gaines, who was managing partner, is leaving because of a divergence in future vision for the company.
“It's been a slightly ironic journey,” he said. “After building a model that allowed us to better use data for merging media placement, creative insight and content development, we quickly realised that for this to fly, we needed to get into the business of execution – buying media.
“Right now, that's a direction that Edentify as a business is not going to head in.
“It's been a good 12 months though. When you take all that goes with running an agency out of the way and sit with a blank canvas you can really isolate how you might do what you do better.”
He told AdNews the plan for Edentity was take the tools that were produced and use them with partnership with other agencies.
Gaines said he will take the next couple of months to figure out his next move, which could potentially involve moving back to a big agency.
Edentify managing director Dan Banyard said: “We now have a range of great tools to uncover the meaning of the vast amount of data clients are struggling with. We are in a strong position when it comes to providing valuable insights.
“We would like to thank David to help us getting to this position and we wish him all the best for the future.”
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