NEWS25 January 2013

Tree’s Bayfield to join OgilvyOne to head data practice

People UK

UK — Tree co-founder Matthew Bayfield is leaving the research and data analysis firm to join WPP’s OgilvyOne in the newly created role of head of data practice across Europe, Africa and the Middle East.

Bayfield joins OgilvyOne from his role as managing director of Chime’s Tree and will oversee the direct marketing agency’s data division. His remit includes helping to develop the agency’s data proposition and helping clients use data to enhance the customer experience. He will sit on the UK group board and report to Annette King, the EAME chief executive and UK chairman.

Tree was founded by Bayfield and Steve Mattey in 2001. The duo sold Tree to Cagney in a £1m cash-and-shares deal in 2007. The research and data analysis agency was then sold to Chime Communications in a cash deal worth £2m three years later.

Most recently, Tree Worldwide teamed up with mobile data company IMImobile to offer a suite of customer insight and engagement services to mobile operators, brands and enterprises across Asia.