UK-based data asset management specialist, The REaD Group, has announced the debut of its latest subsidiary, Funnel Lead Marketing. 

The first full-service ‘lead marketing’ agency of its kind in the UK, Funnel’s brief is to design and manage lead generation campaigns with the capacity to source, optimise and deliver consumer leads.

Headed up by former Acxiom lead generation cohorts Peter Bell and Steve Cox, Funnel Lead Marketing will be based at The REaD Group’s London Bridge office, alongside fellow subsidiaries meta-morphix and Scientia Data.

“No, I’m not a start-up junky,” said Mark Roy, The REaD Group’s chief executive. “More offering to our extensive client base has always been the goal. I am delighted to say that the success of our other 2009 start-up, Scientia Data, has allowed us to accelerate what I anticipate will be yet another successful, counter-recessionary REaD Group venture – this time with the launch of Funnel Lead Marketing. I foresee massive potential for lead marketing here in the UK. Both Peter and Steve are acknowledged lead generation experts and this affirms the Group’s stated aim of investing in the best people.

“The buzz around lead generation at the moment means that Funnel can only further strengthen REaD’s capability portfolio and enhance our offering to clients.”

Funnel director, Peter Bell – who coined the term ‘Lead Marketing’ to describe Funnel’s multi-channel, multi-faceted strategic approach to lead generation, said: “The appeal of lead marketing lies in its capacity to combine the power of the Internet with tried-and-tested DM practices. Plus, we can deliver accurate, opted-in consumer leads both in real time and in a 100 per cent transparent environment. This ensures that we reflect the core values of The REaD Group, as well as raising the bar in terms of lead quality.”

Fellow Funnel director, Steve Cox, added: “We have some powerful USPs in play – plus, Funnel’s ‘test and learn’ approach will give clients the freedom to limit risk, while leveraging the maximum potential possible from our bespoke ‘lead gen’ campaigns. We look forward to working with marketers and brand managers wanting new, ROI-optimised marketing options as we all start prepping for more robust economic recovery in 2010.”