Established in 2001, we are a leading data driven, technology enabled marketing agency focused on results.
Underpinned by leading edge technology and first-class talent, our data driven approach has helped major consumer brands and retailers to deliver ROI in a time of radical retail and digital transformation.
We are a trusted strategic partner of many global consumer brands and retailers in FMCG, food and drink, hospitality, travel, leisure, grocery, QSR’s and high street retail.
WE WORK ACROSS THE TOTAL CUSTOMER JOURNEY
Our approach marries proprietary data with third party data sources to help our clients learn from past performance, address what’s happening now and get ahead of competitors in developing new opportunities for the future.
As a fully integrated data driven marketing agency, we work across the total customer journey by blending consumer research, data insight and brand strategy with industry leading creative design and digital execution.
WE ARE DRIVEN BY CLIENT VALUE
Our clients include many leading brands where a substantial ROI has been delivered including Coca-Cola European Partners, Carlsberg Marstons Beer Company, Coca-Cola GB, Greene King, Dominos, BBC Good Food Shows, Innocent Drinks, TUI, Royal Caribbean, Monster Energy, VUE, Mens Health, Ben & Jerries, E&J Gallo, Halewood International and Unilever.
Our long-standing and award-winning work for Coca-Cola European Partners, the world’s leading consumer drinks brand, drives much of their in store and digital sales and marketing planning and execution across their portfolio of over 120 brands.
Working with clients at board and senior management level, our directors have distinguished commercial backgrounds in major consumer brands, retail, leisure, hospitality, data, digital and creative industries working both agency and client-side.
We make complex data issues simple to understand by avoiding jargon and techno babble wherever possible. As experienced operators as well as marketers, we’re focused on execution at the sharp end, where it really matters!
Our data scientists are experienced analysts with real world business experience. They work in partnership with our client facing teams in building strong business relationships, often on site as members of your team.
Our omnichannel creative and digital execution is always driven by a more intelligent, strategic led approach to customer retention and acquisition.
MEET OUR LEADERSHIP TEAM
Finance & HR Director
Tanya is an experienced Finance Director with a strong background in finance and accounts.
Tanya started her career with Jerrom Associates where she worked as an auditor and tax accountant, specialising in public sector companies. Her career then progressed onto the client side where she took on the role of a management accountant for numerous small companies in the West Midlands and Warwickshire.
Having worked both in practice and client side, she has a well-rounded knowledge on all aspects of financial preparation and planning. As the company has grown substantially in recent years, Tanya has taken HR under her remit.
When Tanya isn’t working she can be found amusing her young children, racing round the streets of Leamington Spa or enjoying a glass of Prosecco!
Gill is a highly experienced research practitioner and brings to the team a proven track record of qualitative, quantitative and ethnographic research expertise and project leadership skills.
She has worked in senior client and agency roles in market research for over 30 years, across qualitative and quantitative disciplines, and in that time has encountered a breadth and depth of topics and subject areas.
Gill approaches research programmes with boundless energy and enthusiasm, and enjoys meeting the challenges of working both creatively and thoroughly within defined timelines.
She is a certified member of the Market Research Society (CMRS), and is also a fully qualified teacher of modern foreign languages (PCGE).
When not at work, Gill can be found on her allotment, out walking her dog, and enjoying fine wine, preferably in the Italian sunshine.
CEO & Founder
With a background in major consumer brands, hospitality, retail and marketing, Peter founded Serendipity2 in 2001.
By integrating consumer research, data insight & brand strategy with creative design & digital execution, S2 has grown to be a leading independent marketing agency working in the food & drink, hospitality, leisure, travel, convenience & high street retail sectors.
With an early career spanning sales, area management, senior operations and marketing roles in the hospitality industry with Allied Breweries and M&B’s, Pete became Head of Marketing in the mid 90’s of Chef & Brewer Group Plc., the UK’s leading managed pub and restaurant company.
Peter left to become Managing Director of Market Location and Consumer Surveys, both leading data driven marketing subsidiary companies of Dudley Jenkins Group Plc. Peter was instrumental in helping the group to grow its share price, culminating in its sale to Wegener DM for £86 million in 2000.
After a stint as CEO designate of the newly formed Wegener Group of 11 integrated marketing agencies, he decided he wanted a fresh challenge and Serendipity2 was born.
Peter is a Fellow of The IDM who enjoys a glass or 2, skiing, cycling, tennis and Everton FC.
Client Services Director
Sonia has over 12 years experience, both client & agency side, within the marketing industry.
Sonia operates across our total business ensuring that all research, insight, strategy and creative projects are briefed into the relevant teams accurately and that they are delivered on time and on budget.
Sonia is an expert in brand research, brand positioning strategy and digital communications believing that the more we now about our customers and prospects the more able we are to communicate with them effectively.
Working with the research, insight, digital and creative teams, Sonia is able to provide clients with highly targeted execution collateral, ensuring clients objectives are met.
When Sonia isn’t at work, you’ll find her spinning away at her local gym, out socialising or planning her next renovation project!
Data & Analytics Director
Darren has over 20 years’ experience of dealing with data. He specialises in database builds, data validation, manipulation, extraction, reporting and visualisation.
Being highly analytical, Darren’s focus is on providing insights and data analysis to drive successful business results. Drawing on his vast experience
with databases, GIS software and data visualisation tools, he is able to communicate complex procedures in a practical and user friendly way.
Darren thrives on delivering solutions for client projects, supporting the strategy & insights team to produce and deliver relevant insights.
Whilst not working Darren spends a lot of time entertaining his 2 children and is a big Formula 1 fan – so you will catch him each year in July at Silverstone.
Business Development Director
Neil is a seasoned marketer having worked at some of the UK’s biggest agency groups. He started his career off on the client side working as a brand manager for Cadbury’s Schweppes before being mesmerised by the world of promotional marketing that agencies offered. After a ten year stint with
The Marketing Store, he set up his own marketing consultancy, eventually joining forces with Ogilvy to support both their retail and FMCG clients.
More recently Neil worked at McCann Central where his insight-led approach served to win some significant new business and help extend their remit beyond advertising.
Neil has a passion for writing and published his first book in 2020. He’s at his happiest though, when he gets the chance to escape to his family villa in La Manga with his golf clubs, shorts and an endless supply of red wine, Rioja of course.
Group Client Services Director
Strategy & Insight Director
Mike is a seasoned data professional with extensive marketing experience from leadership roles in both client and supplier organisations. Before joining S2, Mike was a Director of a data technology business providing email and digital marketing services for major travel companies. This followed a period in the Energy sector as Head of CRM & Insight for E.ON. With a background in data-driven marketing and statistical modelling, Mike has helped a variety of consumer brands and retailers generate value from their customer data assets and market research activity.
Mike began his career in FCMG and grocery retail with Mars before specialising in market analysis, geodemographics and customer segmentation. He has worked in marketing services for all 3 credit reference agencies and led the customer data team at Thomas Cook. Mike also brings considerable experience in targeting and acquisition strategy from senior roles in the banking and payments industry.
Outside work, Mike is a keen tennis player and enjoys walking and cycling around the Vale of Belvoir. Inspired by Strictly, he took up ballroom dancing a few years ago and in normal times he can often be found at a tango or modern jive event most weekends.
Data really is the engine to drive growth and business transformation.
Data is re-defining how brands and retailers engage and communicate with shoppers and consumers, by developing a more intelligent approach to marketing strategy and execution. We help make sense of the minefield of store level and digital data, to deliver actionable output at the sharp end.
Our expertise, spanning over 20 years, is matched by a unique ability to uncover intelligence in clients’ data and in converting these insights into meaningful action. Whether conducting consumer research, segmenting consumers or retail estates, optimising price, range and promotions, delivering new routes to market, sizing new prospect opportunities, delivering store location planning or creating sales territories based on potential, we always aim for simplicity in the final outcome.
With a broad base of marketing technology, data integration, data analytics, marketing automation and execution solutions, we deliver real value to retailers and brands across both store and digital channels.
Spanning the entire customer journey, we tackle every key sales and marketing challenge using RISE™, our unique data driven approach covering all areas of the marketing mix from research and insight to strategy and creative execution.
The 4 pillars
of Our RISE™ Approach
– Consumer brands & retail
− Qualitative & quantitative
− Focus groups, online, face to face, fieldwork & desk
− Attitudes & preferences
− Lifestyle & behavioural
− Brand & product perceptions
− Market & competitor
− Persona development
− Transactional data
− Demographic & economic
− Consumer & store segmentations
− Data visualisation & dashboards
− Affluence, lifestyle & life stage
− Buyer behaviours
− Consumer, workplace,
competition & retail
Planning & Implementation
− Brand awareness
− Route to market
− Channel strategy
− Category management
− Revenue growth management
− Range, promotions, POS, price, merchandising.
− Sales operations
− Drive traffic & loyalty
– Branding & identity
− Web design & build
− Communication strategy
− Social media
− SEO & PPC
− Packaging & POS
− Print design
DRIVING STORE AND DIGITAL BUSINESS TRANSFORMATION
MARKET AND CONSUMER RESEARCH
Our award-winning market and consumer research work uses both qualitative and quantitative market research techniques to gain a deeper insight into consumers’ attitudes, behaviours and motivations for translation into actionable execution.
You might be looking to launch a new brand to market or understand the sales performance differences and consumer perceptions of existing ones, in-store and via social media. Your objective may be to drive innovation, range, pack size or price points or assess the effectiveness of your new digital marketing campaign.
Or perhaps you need to develop more robust consumer brand profiles or simply want to improve in-store customer experience via interviewing consumers and staff at the sharp end.
STRATEGY AND INSIGHT
The biggest challenge for brands and retailers is being able to learn from past performance, and to predict and respond effectively to the rapid acceleration in consumer choice, lifestyles and buying behaviours.
The rule book has been completely re-written. Covid has dramatically ramped up the rate of change in consumer behaviour, leaving many brands and retailers looking to offload unprofitable stores and channels, consolidate underperforming categories, drive cost efficiencies and become much more consumer focused. Data is at the heart of this business transformation.
We help our clients move towards highly personalised, relevant communications which create emotional bonds with brands and retailers, improve customer retention and deliver new customers. We blend research, data, analytics, AI and technology to help some of the world’s best brands deliver improved ROI and make communications much more personal.
CREATIVE DESIGN AND DIGITAL EXECUTION
Because we’re data driven, we ensure your campaigns are aligned to your target market whilst making sure our creative design & digital execution is engaging & captures your customer’s attention.
By turning insights into big ideas, we help you engage with your audiences by using creative design and digital spanning all areas of the marketing mix. The overload of traditional, digital, social and mobile advertising only serves to cause greater confusion in the mind of the consumer. We help remove this noise and focus instead on the development of creative execution based on consumer needs and behaviours.
Delivering inspired creative design ideas across digital, direct and social channels, we take customer intelligence and transform it into customer loyalty.
Marketing intelligence is our company strapline and sums up our philosophy. We deliver actionable insight via a more intelligent approach to marketing. We monitor customer behaviour across multiple retail and digital sales points to deliver a single customer view. A window into your shoppers and consumers and what they really want provides essential views for effective communication and brand loyalty. Communication which boosts sales, maximises customer engagement and delivers profitability.
We specialise in the creation and delivery at scale of unique, personalised customer experiences that drive performance across all platforms and devices.
With advances in technology and data science, it’s now possible to promote the right brands to the right people in the right channels and in the right locations.
Data is re-defining how brands and retailers engage and communicate with shoppers and consumers, by developing a more intelligent approach to marketing strategy and creative execution.
Our approach marries proprietary data with third party sources and technology.