Sensis has taken digital in-house and will eventually start to pitch for search and display business as a standalone digital agency. The marketing services business has hired former MediaCom Melbourne boss Peter Barrie to run the agency, called Found.
Barrie, who left MediaCom in late July, said that the agency would use Sensis data to help SME clients grow their business and deliver better ROI from ad-spend. Sensis, majority sold to private equity by Telstra earlier this year, has exceptionally clean data, he said.
"The data piece is very important. We own so much data. It is exceptionally clean so in terms of building ROI models we are uniquely placed to build it. And the chances are, if you are an SME, you already have a relationship with Sensis anyway."
Initially focusing on Sensis' largest 40-50 SME clients across the Yellow pages business, Barrie said the scope would then be broadened. Print would also be a key element of the business, he stressed.
"The vision initially is a one-stop-shop for clients," said Barrie. "Then we can build it out. The display opportunity is there too for planning and buying, and down the track to work with a broader group of clients."
On that front, he noted Sensis' Canadian equivalent, Mediative, has built "substantial partnerships with big retail companies".
Barrie said the group "may work with a demand side platform (trading desk), or we may build our own."
Found currently has a team of about 20 people, Barrie said, and the agency would aim to ramp up headcount as the business grows.
Sensis CEO, John Allan said the Melbourne-based agency would, "through a combination of innovative technologies and actionable data... be able to choreograph meaningful campaigns that drive real, measurable results for our clients,”
"Through Found’s access to the data assets of Sensis, we believe this puts Found in a truly unique position versus other digital agency offerings,” Allan added.
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