The Brandtech Group has launched Brandtech Data, a new unit that brings together data and AI work from fifty-five, DP6 and Jellyfish.

The practice will operate as an umbrella brand across the three businesses, which will retain their existing names. It includes more than 500 specialists across 22 countries and generates more than USD $100 million in revenue.

Will Heins will serve as Chief Executive Officer of Brandtech Data, while Pierre Harand, Co-Founder and Chief Executive Officer of fifty-five, will become President. Both will retain their current roles alongside the new appointments.

The move consolidates the group's data, analytics and digital marketing operations as companies work to prepare their data for wider use in artificial intelligence systems. Many large brands hold significant amounts of data, but that information is often spread across platforms, markets and internal teams.

Brandtech Data will focus on four areas: AI Transformation, Personalization and Customer Experience; Measurement and Decisioning; and Data and Technology Foundations. The business will sit within Brandtech's broader marketing and technology structure, which also includes Pencil, OLIVER and Jellyfish.

The aim is to give clients a clearer route to data, creative, media and technology services through a single framework. It also links Brandtech's work in data preparation and measurement more directly with campaign execution and customer experience programmes.

David Jones, Founder and Chief Executive Officer of The Brandtech Group, outlined the rationale for the new structure.

"We always say to our clients that if they want to do AI well, they have to start with data.

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