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Kinetic launches international data consultancy, Meta

15 September, 2010

Kinetic, the WPP-owned lifestyle and environments network, has announced the creation of Meta, a data consultancy division that will help clients unlock consumer data in the pursuit of more effective marketing.

The strategic business unit will initially work across three key sectors - travel, online retail and entertainment venues, as well as establishing a highly targeted direct marketing function. Using each client’s customer data such as ticketing information and purchasing history, supplemented by a range of external data, Meta will help businesses unlock the value of existing information and maximise its effectiveness.

This will allow for more targeted marketing and enhanced consumer insight as well as an improvement in business relationships following the analysis of data gathered from within organisations themselves.

Meta represents a new direction for Kinetic, which is expanding its already comprehensive service for clients. A significant part of the business, Meta consolidates Kinetic’s position as an expert in lifestyle and environments analysis.

The unveiling of Meta coincides with the confirmation of a $500,000 deal with a major entertainment venue. Meta will be headed up globally by Managing Director Mick Ridley who will lead a division of three analysts in London and oversee the New York operation, headed up by Craig Trachtenberg. There are also plans to roll out the division in Germany, Italy and the Netherlands by the end of 2010 while a development strategy will be created for the Asia Pacific region.

Consumers create billions of gigabytes of data every year and Meta will specialise in gathering and analysing this data, identifying patterns of behaviour and purchasing preferences. This record will provide clients with a plethora of information about each of their consumers, providing them with valuable insight into the habits of their own customers, allowing them to go on and connect with each one in the most appropriate way.

Data is not only gathered by a person’s online behaviour but can be collated when they are out and about, such as when they swipe their travel card at a train station, use a loyalty card in a supermarket, access a website via a Smartphone or simply send an SMS. That data can then be used by Meta to analyse people’s movements and habits on a daily basis.

Mick Ridley, Managing Director of Meta, said: “Meta is a consultancy aimed at clients who want to unlock the potential of the data they hold as an organisation. By bringing together disparate information sets companies can gain immense competitive advantage.

“Meta approaches every brief holistically. It does not matter what the media is or where the data has come from, every situation is uniquely different and treated as such.”

Simon Crisp, Kinetic’s EMEA Chief Executive, said: “Kinetic has always strived to develop and evolve as a company and the launch of Meta is another example of how we are expanding our offering to new and existing clients. Meta offers a unique service which addresses the important need for marketing accountability giving us something new and exciting to offer clients beyond the scope of advertising.”

For more information contact:
Sarah Crawley-Boevey 07979 964107  

Nick Mawditt 020 7544 4635  

About Kinetic
Kinetic is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. A GroupM agency, fully owned by WPP, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals. Traditionally an Out of Home media agency, today Kinetic delivers wide-ranging specialist expertise through its complementary service divisions including Joule, Aviator, Target Health, Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Resolution. Kinetic employs over 900 professionals across 42 offices including the UK and US. The agency has global billings of US$4.4 billion.

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