NEWS28 August 2012

Edentify hires Maxus’ Gaines to lead data planning offering

Asia Pacific People

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.”