Fixed-fee company Mando has launched a new partnerships agency, Mando-Connect, which uses a data-fuelled approach to leverage a range of different data-sets to develop partnerships based on science.
Mando is part of global marketing services group WPP, and Sir Martin Sorrell, WPP’s Chief Executive, says: “Mando-Connect makes smart use of over 40 years’ hard-won knowledge of people’s response to promotions. Their clients should love it”.
Mando-Connect will design partnerships and rewards based on the smart use of cutting-edge data and insight. Its custom-built Partnership Engine leverages three extensive data sets, including WPP and YouGov data, Mando’s own ProNet database, covering 20 data points from over 3,000 promotions, and the Connect PartnerBank, which covers 2,000 audited brand partners.
Mando-Connect will specialise in partnerships for customer acquisition and awareness, loyalty, promotions and brand perception shift.
It is already working with Merlin Entertainments, MoveGB, Readly and breast cancer awareness charity Coppafeel!.
Charlie Hills, Managing Director of Mando-Connect and also its Head of Strategy, says that smart use of data can create more impactful partnerships, with higher ROI for clients. She observes: “Our unique data-fuelled insights enable us to know which partnerships will meet our client’s expectations, and which will exceed them. Did you know, for example, that by including an element of personalisation in your approach, a brand can see up to seven times more impact from a promotional partnership?”
The Mando-Connect senior leadership team includes Becky Munday (Mando CEO and former Chairman of UK marketing industry trade body, the IPM), Charlie Hills and Jo Ashdown, Head of Partnerships. The three bring decades of experience in partnerships across sectors including media, leisure, sport, travel, telecommunications, financial services, restaurants, FMCG and retail.
Becky Munday is excited to make the step-change: “Mando’s unique promotional and rewards data is the fuel that will enable us at Mando-Connect to propel partnerships to the next level. By working together and leveraging our unique data, brands can achieve far more together than they can alone, creating purposeful and cost-effective relationships.”
The picture show (left to right) Jo Ashdown, Becky Munday and Charlie Hills.