Toronto-based Mansfield Communications has changed its name to Mansfield Inc. to reflect its new focus on data analytics and insights.
The agency, which is celebrating its 20th anniversary this year, has its roots in traditional public relations, but over the last two years has shifted gears.
“We changed the name to put a line in the sand—that was where we’ve been and [this is] where are we going,” said agency CEO Hugh Mansfield. “Where we’re going is into the digital analytics space and that’s where we are today.”
Mansfield said the shift is reflective of what’s happening in the marketing world, with the vast amount of data that’s being created and used. “We live in an unstructured data world and we’ve positioned ourselves to be specialists in [that] space,” said Mansfield.
“Everybody in marketing recognizes the amount of information that’s available to us has gone way past traditional linear regression with 10 variables of a customer,” he added. “That’s off the table now and if you’re not looking at all the different angles, you’re going to be left behind. We felt we needed to make a move to address where the industry is going and where the business is going. And get there first.”
There are currently six people on Mansfield Inc.’s data analytics team. The agency has also developed proprietary methodologies and a trademarked platform that is currently being piloted and officially launching in about eight weeks.
While data analytics and digital/social media marketing are now Mansfield Inc.’s predominant offerings, it still does work on the PR side. “We’re not completely severing ties with that part of the business because we’ve been there for 20 years and it’s been great for us,” said Mansfield. “[But] we don’t think of ourselves as a PR agency anymore. We think of ourselves more as a digital analytics agency.”
