Grey Sells will offer clients a range of services including strategic analysis, profiling, targeting analysis, modelling and segmentation as well as advice on data strategies, database and data warehouse design and development.
Reid has more than 20 years' experience of direct marketing with the last six spent at Saga. During her time at the grey market holiday specialist, she was responsible for all aspects of the company's data and marketing strategies.
She was also responsible, alongside John Regan of Absolute Intuistic, for developing one of the UK's most comprehensive datapool of the over-50s, dubbed Prospero, which totalled 16m-plus names and addresses. Prospero helped generate a turnover of £65m for Saga in just over five years.
"All marketers understand the power and importance of the grey market -- a group that is both growing and also increasingly marketing aware. However, to make the most of this, clients need to understand the vagaries and distinctions of this sector. Grey Sells will provide clients with this insight to allow them to make more timely and better targeted business decisions," Reid said.
Reid said she was working closely with AI to help build on the success of Prospero.
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