GSD&M Email Regarding Analytics Department Closing

“Team,

I want to let you know about a change we’re making in how we go to market with our analytical tools and capabilities.

As an agency, we’ve been on the leading edge of our industry’s adoption of a more analytic approach to targeting, media/channel planning, messaging and accountability to business results. Through INVOLVE and other tools, we’ve achieved great results with clients including Legacy, Air Force, MasterCard and others. We continue to believe in these tools and expect that the market will continue to value the results they provide. And while we’ve been successful with our in-house analytical capabilities, we now believe that we’ll achieve more financial success in this area by having the option to provide clients these services through partnerships.

At the beginning of the year, Maury Giles will spin off to create his own enterprise which will be called Pursuit. Jim Wilkerson will also leave the agency and plans to join Maury. They will provide analytical tools and services to clients beyond just the Idea City roster. And we will continue to deliver these tools for our own clients, either through our own capabilities or through partnerships. Pursuit will become our preferred vendor for future INVOLVE studies. We’re still working through all of the licensing, profit-sharing and non-compete issues, but we can all look forward to a great partnership with Pursuit going forward.

We’re proud of the progress we’ve made in our analytical capabilities over the past couple of years and both Maury and Jim have been vital parts of those efforts. Please join me in wishing them great success in their new enterprise.

Duff”

Source: Anonymous Tipster

4 comments

  1. That’s the company line, but the real story is slightly different. Giles resigned a year ago, but was persuaded to stay on with the promise of his own department and a lot of cash. All he had to do was give a five year commitment. Less than a year later, he was handed his pink slip, along with the team he’d built.

    Think about it — the email says that Giles group made the agency money, but now they think they’ll make more money by having someone outside the agency do the work Giles used to do? Makes no sense. Even if it was true, it’s pretty cold. “Hey Maury, you make good money for us, but we can make a little more without you. Thanks for the loyalty, now clean out your desk.”

    They’ll throw him some freelance work to his new “company,” but going out on his own wasn’t a choice he made, it was what he decided to do after the agency eliminated his job.

  2. So going into the year of measurable spend and provable ROI, Idea City decides to chuck metrics by the wayside? I am glad I am not a client.

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