NEWS28 August 2012
AUSTRALIA— David Gaines, CEO of Maxus Australia, is to leave the media planning agency to become a managing partner at research and insights agency Edentify.
The new role will see him building the independent agency’s client solution capability, with a specific focus on data-led planning. He will report to Edentify founding partner Dan Banyard
In a statement, Gaines said: “It’s become much more of a challenge… to separate data-based insights from those based purely on emotion. By providing genuinely useful context alongside data, it will allow agencies and marketers to do what they do best: providing real strategic direction and execution to their customers.”
Banyard added: “Combining David’s unrivalled industry experience and our advanced data collection capacity will allow us to develop our systems and service far beyond the existing model.”