DDB Matrix co-founder Doug Hughes will guide the overall approach and work on key client engagements.
Toronto creative shop Juliet has formed a unique partnership with Doug Hughes, the co-founder of market research/consulting firm DDB Matrix.
The Connecticut resident will serve as Juliet’s head of effectiveness, helping guide the agency’s overall approach while directly working on key client engagements.
“Juliet is a creative agency,” says Ryan Spelliscy, co-founder of the four-month old shop. “We move faster than most traditional agencies – less blah blah blah, more actual making. But we also fully understand that creativity can’t just be faith-based anymore. We want to be sure that what we’re doing is actually working, or else what are we doing here?”
Hughes, who completed his doctoral coursework at the University of Southern California’s Annenberg School for Communications, specializing in the statistical modelling of communication effects, has experience providing highly sophisticated and actionable marketing measurement to some of the world’s foremost marketing organizations.
“I clicked with the Juliet gang immediately,” says Hughes. “I love that it is a creatively-driven group asking all the right questions: How can we ensure this work is working? How can we optimize it? How can we avoid media wastage? How can we get a sense of what the actual public thinks? How can we not only be the most creative agency in town but also the most effective? And I agree with them when they say these things shouldn’t be mutually exclusive.”
Hughes is the second high-profile agency veteran to join the Juliet team since its inception, following former Mother CFO – and two-time Emmy nominee and member of the Hillary for America Finance Committee – Susan Holden.