Bristol-based customer relationship marketing agency Armadillo has grown its senior team with the appointment of Andrew Terry as head of strategy.
In his new role at Armadillo, Andrew, pictured, who joins from global communications agency Wunderman Thompson, will work across its big-name brand clients, including McDonald’s, Disney, P&O Cruises and Cunard. 
He will focus on putting data at the heart of decisions made for customers, using data creatively to change customer behaviour and deliver unrivalled return in investment - reaching the right people, in the right way at the right time.
Keen to involve each part of the agency in achieving this, he will ensure results are used to feed back into strategy for maximum effect.
Andrew brings with him a strong track record of work in the marketing and advertising industries, including in-depth knowledge of data acquisition and optimisation, social and digital data strategies and CRM data optimisation.
His career has spanned the B2B and B2C sectors with a firm focus on driving excellent return in investment.
As data strategy director at London-headquartered Wunderman Thompson he spent three years working across Shell Drivers’ Club globally, and two years on its multi-million pound BT account. 
He also trained Wunderman Thompson’s global team and worked in a wide range of different international markets, optimising the model to be as efficient as possible.
His previous roles have included data and marketing specialist at Newsquest, the UK’s second largest publisher of local media, where he worked with internal and external data to support the centralised recruitment ad sales process and deliver business intelligence garnered from transactional information from both regional and economic trends.
Armadillo CEO James Ray, pictured, said: “With the rapid growth trajectory of Armadillo, we value outstanding strategy at the heart of all of our campaigns.
“From the moment we met Andrew we were blown away by his passion and enthusiasm for results-driven strategy. His vast experience and knowledge were exactly what we were looking for and we’re thrilled to welcome him to the team.”
Andrew added: “The people at Armadillo are very, very good at what they do. Their long-lasting relationships with big name clients are a fantastic indication of just how strong they and their operations really are. It’s an incredibly exciting time to be joining the agency.
“Like most of the UK over the past 18 months, I’ve established a relationship with more new brands than ever before and this presents a huge opportunity for brands entering the CRM space. CRM is a big, big world but Armadillo is at the forefront.
“It has the unique ability to pull people together and form teams around the client with remarkable pace and effectiveness. Armadillo is a fantastic blend of passion and enthusiasm; skill and talent and I can’t wait to dive in.”
Since its launch more than 25 years’ experience, Armadillo has helped major brands develop profitable connections with their customers.
It does this by building creative customer relationship marketing (CRM) campaigns that use latest technology to create digital communications based on real data insights.
