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Rothco to Launch New Creative Data Agency

Gary McLoughlin, MD at Dialogue

Rothco is to launch a new stand-alone agency that will offer brands the opportunity to unlock the potential of their existing data and use it to inform creative and strategic decision making.

The new agency will be headed up by Gary McLoughlin, who joins from Dialogue where he was managing director, and it will be officially launched over the coming weeks. The name of the new agency is still under wraps.

Up until recently, data and creativity have been uneasy bedfellows and it has generally been accepted that many creatives don’t have the technical and analytical tools and knowledge to understand data and the insights that are locked up in it. Similarly, data experts don’t have the creative skills to create campaigns or drive real-time engagement with consumers. For their part, brands are realising the potential of all the data they possess but many are still unsure how it can be used to drive engagement, including real-time engagement.

Separately, Rothco has just completed a new campaign for the Grafton Group-owned Woodies DIY chain. The agency picked up the account recently following a pitch that involved McCannBlue and Ogilvy.

The campaign, which is called Start to Finish reflects the journey customers take during a DIY project. The new TV advertising campaign is currently airing across national TV, national and regional radio and print.

Ruth Brett, marketing director of Woodie’s said; “Woodie’s is an iconic Irish retail brand and is much loved by Irish consumers. A key element of our brand refresh is to retain our strong Irish heritage and become more relevant to today’s consumer. We felt that the time was right to revitalise and modernise the brand and we’re now refocusing on what our core offering is, in order to offer our customers an enhanced shopping experience”.

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