The agency, called Mobious, is aimed at specialist, niche brands and offers a one-to-one approach called Intrinsic based on the Knowledge Bank model. This was developed by Fine for Bentley Motor Cars and uses detailed research on high-value individuals to form the basis of a personalised mailing (case study, Marketing Direct, December 2001).
Mobious is currently in talks with a motor manufacturer and specialist sports car manufacturer as well as brands in the construction and luxury sectors. Current clients include The European Guild and The Future Thinking Group. The agency is based in Newcastle and plans to open a London office by the end of this year.
"The Intrinsic process is an evolution in one-to-one marketing, said Gibbons. "We have invested heavily in the research tools and information sources needed to allow us to understand and profile anyone."
According to Fine chief executive Jonathan Fine, the company has no immediate plans to replace Gibbons and Fine himself will be carrying out the managing director role. Last month Fine picked up the Bentley Worldwide customer handling account which it will manage from its Leeds-based office.
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