WPP AUNZ chief data scientist Rob Pardini (pictured) will become managing partner of the new unit, which has been launched with the aim of bolstering the company’s consulting services. It will also be used as a resource for the group’s agencies. 

The division will offer insights on Australian consumers from WPP AUNZ’s various datasets, including data from credit card transactions and loyalty datasets through WPP’s data partners, including Data Republic.

Pardini said: “Within WPP AUNZ we have the richest consumer research and media consumption data in the country. By pairing our owned data and know-how with transactions data from our partners, we have deeper insight into what Aussies think and feel, and how they act and transact.”

He added: “By connecting consumer research, digital, media and transactions data, we have unparalleled visibility on the purchase decision-making process. This is invaluable for our clients and all the agencies within our group, who can now access this information more easily than ever before”.

The analytics division will work in partnership with WPP AUNZ Consulting and other companies within the WPP AUNZ Group. Caspar Wright, managing partner of WPP AUNZ Consulting, said the tie-up would deliver “better strategic solutions to our clients”.