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Mark Webster joins as Head of Data Strategy

December 1, 2021

We are delighted to introduce you to Firefish Group’s new Head of Data Strategy, Mark Webster.

Former Kantar senior account lead, Mark brings over 11 years’ experience working with some of the world’s largest brands – from Samsung to Pladis, Reckitt to Legal & General – helping them leverage progressive data solutions in tandem with best-in-class research programmes to tell human-centric stories that shape marketing decision making. He joins us to lead on building exciting new data capabilities, partnering with new clients on their myriad data-related challenges, as well as futureproofing and transforming existing strategic insight programmes.

An expert in leveraging data to inform brand strategy, media effectiveness and communications, Mark has worked with a range of pioneering tools and approaches. From deploying the use of System 1 neuro techniques; commercial brand equity modelling and social and search data blending, through to wider data integration and predictive analytics. He will be responsible for helping put these solutions in the hands of our teams to further enhancing our human understanding.

Commenting on his new role, Mark says:

“As data streams continue to proliferate, it is increasingly vital that consultants and research professionals see the world in data and methodologically agnostic ways, to help their clients cut through the noise and find even deeper human understanding.

Firefish Group’s mission to combine future-facing data strategy with the qual and quant they are already well-known for, super-charging human understanding for clients, is what attracted me to them and am excited to get started”.

Majbritt Rijs, MD of Firefish Group’s, the numbers lab comments:

“Thanks to sustained growth year on year, we have been fortunate to be able to make a number of strategic hires for our business in 2021, and Mark is a very welcome addition to our senior leadership team. We are excited to be able to help our clients old and new to get a bigger, better, and clearer picture of real life and what it means for their brands using an even broader toolkit of insights and analytics.”

Jem Fawcus, Firefish Group CEO, adds:

“We are so excited to bring Mark in as Head of Data Strategy.  His expertise and passion fits perfectly with the next evolution of the Firefish Group and I can’t wait to see him putting new tools and thinking in the hands of our brilliant client teams here – enhancing existing best-in-class solutions and delivering even more powerful client stories”.

If you want to talk to Mark about a data challenge you are tackling, or want to hear about the work we do, just get in touch

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