Australian ad agency BMF gets data analytics director

Ford’s new position is intended to deepen BMF’s analytic and data capabilities, with an emphasis on “commercial creativity”. He will report to Simon McCrudden, executive planning director.

McCrudden said: “Andy is the brightest and also the most normal data analytics person I’ve ever met. Super smart, very focused on uncovering insights that transform businesses and help create better work, but explained in a way that even my four-year-old could understand.”

Ford has been supporting BMF’s planning department since 2010 by analysing and generating insight from data produced by loyalty programmes, CRM, POS and organisational information systems. More recently he has been helping push BMF’s analytical and CRM offering.