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Waggener Edstrom Studio D Asia chief departs to head up marketing consultancy Marquis

marquisThe Asia Pacific head of Waggener Edstrom’s digital arm Studio D has left the PR agency to set up marketing consultancy Marquis Insight.

Henry Wood, who spent more than six years with WE and led Studio D since March 2015, has joined forced with Paarth Savale to launch Hong Kong-based Marquis.

Wood has taken the role of chief strategy officer with Paarth chief solutions officer.

Writing on LinkedIn, Wood said that after 20 years working across advertising, digital and PR, and witnessing changes in marketing across Asia, “it became apparent that the crux of the issue lies in measurement”.

He said Marquis had a clear focus on ROI as the base measurement, arguing that “sales is the only true metric of marketing”.

woodThe company will aim to “bridge the expertise of data with the needs of marketing”, Wood said, suggesting that “most marketers aren’t deeply grounded in thinking about or understanding the potential of data and measurement”.

Conversely, those who do understand data are often often “bemused by marketers”, he added.

“In addition, they’re also frustrated at how little reverence is placed on their background and education when it comes to their opinion,” Wood said.

“I’ve seen visible anger when an account manager sees the results of their work, followed by a series of negotiations to make those results look better either by emphasising good results or massaging the presentation.

“Data people are not afraid of numbers, they’re just numbers that say what they say, but those facing the client are afraid of numbers and so they often push them to the back.”

While conceding he had not witnessed “outright manipulation of numbers” problems at Facebook show there’s “potential for issues”.

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