Tangent merges insight agency with creative stablemate

Snowball founder Damian Bentley (pictured) will lead the new agency. Tangent One’s managing partners Nick Gillet and Greg Jackson both left the company almost a year ago after the expiry of their earnouts. No staff have departed as a result of the merger, a spokesman said.

The new company is billed as an “insight to influence” agency that offers data insight, planning, creative technology architecture and development services to clients.

Tangent bought Snowball in 2009 in a cash and shares deal worth up to £3.2m. Clients on the new agency’s books include Bang & Olufsen, Carlsberg, Citroen, Dunhill, The Labour Party, National Trust and SAP.

Bentley said: “We have seen a major shift in clients wanting to ditch their wide roster and seek out a new breed of full-service agency. They want businesses that can create powerful connections while demonstrating effective and measurable performance.

“Data isn’t on or offline any more – it’s everywhere, and it’s about being set up to harness this data and use it to drive further insight into campaigns that deliver a solid ROI.”