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DATA NEWS: Lloyd recruits B2B dream team for new agency venture

Richard Lloyd, former B2B champion at Experian, has re-emerged, following his surprise departure from the data giant, at the helm of a new agency called Cyance ( established in association with two other well known names in B2B.

Shane Redding – chair of the IDM B2B council – is non-executive chair of Cyance, whilst Mike Housley – formerly of D&B and LBM – heads up business development for the agency. Lloyd is Cyance's MD and the majority shareholder, whilst Redding and Housley have minority stakes.

According to Lloyd, the new venture is aimed at helping B2B companies better understand how to integrate best practice in data strategy and analytics with emerging and evolving digital media.

“Companies want to know how to tie digital media and traditional channels together,” he says. “We will target larger organisations, as these are most likely to struggle with their multi-channel strategies.” He describes Cyance as a “hybrid”, which will compete for business with both data and digital agencies.

Steve Kemish, formerly of Research Machines, has been brought on board to provide expertise in digital media, whilst Lloyd will handle data.

Lloyd claims the concept for the new agency emerged following discussions he had with Redding. “We had both seen the same opportunity,” he explains. The aim is to build up the agency with a view to potential future sale.

Lloyd left Experian unexpectedly last December.


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