Omnicom folds Hall & Partners into Perceptive in ANZ intelligence push

Omnicom Oceania is expanding Perceptive into Australia, with Hall & Partners transitioning to the Perceptive brand across Australia and New Zealand as part of a wider push to consolidate the group’s intelligence offering.

The move brings Perceptive further into Omnicom Intelligence, the group’s combined research, data, analytics and technology capability across the region.

Together with Quantum Market Research, Perceptive will sit within a research and consumer intelligence operation of more than 65 specialists across government, social, commercial and consumer research.

The broader Omnicom Intelligence offering includes more than 150 specialists across Perceptive, Quantum, Omnicom Media’s intelligence units and TRKKN, supported by Acxiom’s data and identity capabilities.

Jo Brockhurst (pictured) has been appointed managing director of Perceptive Australia as part of the expansion.

Imogen Randell, who has led Hall & Partners Australia and Quantum Market Research, will step back from day-to-day operations and move into a senior advisory role working with key clients.

Daniel Shaw will continue to lead Perceptive across Australia and New Zealand as CEO alongside his role leading Omnicom Oceania’s Intelligence unit.

Omnicom Oceania CEO Nick Garrett said the expansion was designed to give clients easier access to intelligence across the group.

“Our client partners need clarity on what matters, confidence in the decisions they are making and access to intelligence that can move at the speed of business. Perceptive strengthens our ability to bring that to clients across Australia and New Zealand, backed by the scale and connected capability of Omnicom Oceania,” said Garrett.

Shaw said the move would give clients a clearer entry point into the wider intelligence offering.

“The expansion of Perceptive gives our client partners a clearer front door into Omnicom Intelligence. By combining human understanding with identity, decisioning, activation and measurement, we can turn more signals into better decisions – and better decisions into measurable business growth. The ambition is simple: help clients cut through complexity, understand what matters and move with conviction,” said Shaw.

Existing Hall & Partners and Perceptive clients will continue to work with their current teams while gaining access to the wider tools, data and capabilities within Omnicom Intelligence.