Former BWM direct CD Morrison appointed to same role at SHIFT as part of senior hiring spree

Rob Morrison has been appointed creative director, direct marketing at STW Group-owned SHIFT, Sydney – four months after departing BWM where he led the DM charge on Telstra Business and ING DIRECT.

Morrison (near left) said of his appointment: “It’s terrific to be with an agency which is so serious about data-driven marketing. This is the first time in over 15 years I get to work with an in-house data analyst and the difference is massive: stronger data insights equal tighter briefs equal better work.”

The data analytics director he’s referring to is Peter Terpstra – a senior hire from NZ. Terpstra (far left) brings a wealth of practical know-how from a range of data intensive experience across loyalty programmes, financial services and online retail. This, combined with investment in analytic tools like SAS, gives SHIFT the capability to tackle the most complex of business and marketing challenges.

The third hire of the three is Jo Pratt (above centre) – SHIFT’s new business director., who brings a wealth of UK experience from agencies like Global Red and EHS Brann across CRM, direct response and loyalty. Her hands-on involvement on global thought-leaders like Tesco, Diageo, and Fitness First makes her a natural fit for SHIFT.

“The appointment of Rob, Peter and Jo, coupled with the strong direct marketing expertise within the leadership team at SHIFT, creates a best of breed and a unique offering for all of our clients,” says SHIFT’s Managing Director, Iain Good. “Our brand strategy and creative credentials, when coupled with this pure direct marketing focus, we believe offers our clients valuable support in the increasingly challenging ROI battle.”

SHIFT has been selected to work with direct marketing industry body ADMA on its flagship annual event, the 2011 ADMAForum, being held this week. The agency has helped to develop the marketing materials and communication pieces for the Forum, and the event’s overall look and feel.

Further reinforcing its commitment to direct, SHIFT has become a gold sponsor and will have a significant presence over the event with a large, highly interactive and creative data- driven stand. SHIFT’s head of strategy, Richard Sauerman will also speak at the forum on the topic: ‘Investigating the critical role of direct marketing in positioning a brand’.

Good said SHIFT fundamentally believes in the growing importance of data driven marketing and the application of the science of direct marketing: “Marrying brand strategy and data analytics is part of who we are and what we do. We believe one- to-one marketing is becoming a more dominant component in how companies position themselves, and drive sales, in the future,” said Good.

“As such, working with ADMA on its flagship annual forum has been an exciting opportunity given the challenging and vitally important role it plays in leading this rapidly evolving field.”

Says ADMA CEO, Jodie Sangster: “My role will be to ensure that ADMA is a powerful ally to its members and delivers real, tangible member value on a day-to-day basis. I will ensure ADMA represents and supports data driven, accountable marketers who seek to engage customers across all channels and technologies. Digital marketing and customer-engagement has redefined our industry – it is critical that ADMA reflects this change through our focus, representation, member support and the services we deliver.”