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Dunnhumby, the data management company owned by Tesco, is launching

a direct marketing agency called dunnhumby cinnamon.

The agency will be run by Laura Scarlett, a former director at Wunderman

Cato Johnson, as its managing director. Its creative director will be

George Boyter, the former WWAV Rapp Collins and Publicis Dialog creative

director, who joined dunnhumby last year.

Dunnhumby cinnamon will aim to link customer insights provided by

dunnhumby's data analysts and planners with creative work. It has also

hired Adam Segura, a board account director at Joshua, as client

services director.

The agency launches on 1 March and will draw on dunnhumby's resources

while hiring its own creative teams. It has approached several existing

dunnhumby clients and is pitching for projects with which to launch the

agency.

Scarlett said: "We see this as a logical and natural step to what we do.

Agencies are working hard to build customer insight departments and we

already have the best in the country here."

Boyter added: "I'm speaking to creative people who respect the

discipline of data analysis."

Dunnhumby was launched in 1989, employs 160 staff and has clients

including Argos, BMW, House of Fraser and its owner, Tesco.