M&C Saatchi Group launches new data consultancy, Fluency

The new agency will be led by Frisco Chau as CEO, who also assumes the role of Chief Data Officer for M&C Saatchi Group. He’s joined at the helm by M&C Saatchi data veterans and brothers Mike and Tim Spencer, who assume the positions of Chief Operations Officer and Chief Strategy Officer, respectively.

An outcomes-obsessed consultancy, Fluency will cut through the complexity surrounding data and offer payment-by-results as part of a commitment to help clients transform data into the fuel needed for sustainable growth. Fluency will combine data science with the art of asking powerful questions, using a proprietary questioning framework to ensure valuable, strategically focused outcomes directly addressing clients’ business problems. Its partnership-driven, academically proven AI ecosystem will power four core data platforms: ‘Intelligence’, ‘Decisioning’, ‘Activation’ and ‘Measurement’.

Fluency launches with clients including the United Nations and LMVH, along with the world’s largest online retailer and a leading global sports franchise.

Frisco Chau, CEO of M&C Saatchi Fluency, comments: “We’re thrilled to launch Fluency to the world and set out on a journey to transform our clients’ growth prospects. We’ll destroy data snobbery, democratise access and be obsessed with the outcomes our clients need to see - removing data from the hands of just a few to connect audiences, brands, creativity, media and platforms more effectively through integrated insights. We’re deeply privileged to work with amazing founding clients and look forward to bringing the power of data fluency to those seeking sustainable growth”.

Moray MacLennan, CEO of M&C Saatchi, adds: “Data is a core capability fuelling M&C Saatchi’s commitment to navigate, create and lead meaningful change for our clients. It drives better insights, smarter strategy, more relevant creative, and stronger ROI. The launch of Fluency will allow us to use data at even greater scale and speed across the Group.”

Chau joins M&C Saatchi Group from Accenture Interactive, where he was leading data strategy. His experience leading numerous data driven and digital marketing transformations for Maserati, GSK Consumer Healthcare, adidas, Pandora Jewellery, Arla Foods and many other global brands and organisations means he has a first-hand understanding of the complexities and opportunities facing clients and the valued role of data and technology in making those transformations successful.

Fluency is one of a number of new growth drivers launching in 2021 under M&C Saatchi Group to fuel a new, simpler model, operating through five specialist divisions: Global and Social Issues; Brand, Experience and Innovation; Connected Creativity; Performance Media; and Passion Marketing.