Media, content and technology agency Wavemaker UK is bringing all of its data-driven marketing specialists under one unit to focus on digital transformation for brands  becoming a hub of experts. Christiaan Lette, general manager for the agency’s L’Oréal account, will focus on leading the company’s digital transformation and will oversee Wavemaker Precision.

The creation of Wavemaker Precision, in both London and Manchester, will see Lette work alongside Wavemaker UK’s chief data officer David Fletcher and chief product officer Alex Steer to develop the offer across five fields: technology, analytics, platforms, data strategy and the ‘precision planning’ leads who bring the disciplines together.

Wavemaker Precision has developed a “digital maturity” model designed to identify what stage a client has reached in its evolution, which allows the agency to work out a client’s ambitions and accelerate the process of digital transformation.

Wavemaker already provides precision marketing, data strategy and analytics services for some of the UK’s most advanced digital marketers, including L’Oréal, Compare the Market, British Airways and Purple Bricks.

“We can help clients make their total investment in technology work harder by putting the right processes in place, and turning data into a strategic asset. When used in a way that respects the customer, data and tech can create better experiences at every step of the journey,” said David Fletcher, chief data officer at Wavemaker.

“Marketing is a bit like fishing. Sometimes you fish with a net to catch lots of potential customers at once: that’s Wavemaker Media. Sometimes, you fish with a spear, targeting high-value individuals: that’s Wavemaker Precision. And sometimes, you fish with dynamite to throw something new into the water and blow everything up: that’s Wavemaker Content. We’re simplifying our offer to help clients transform their marketing faster,” commented Alex Steer, chief product officer at Wavemaker.

Wavemaker has also been shortlisted for several awards at this year’s International Performance Marketing Awards taking place on October 15.  

Tom Cornish, influencer marketing director at Wavemaker, will be delivering a session on Achieving C-Level Buy-In for Influencer Marketing at the Influencer Marketing Show.