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Award-Winning Agency, Data and Technology Leaders Officially Launch Salient Global, a Next-Gen Data-Driven Growth Company

A team of seasoned, award-winning agency, technology and consulting leaders have launched Salient Global, a growth company designed to create data-driven human experiences with a focus on delivering sustained growth for businesses, communities and people. Salient partners have invested capital and raised substantial seed funding for the company’s operations, while also securing “first-look” institutional investment deals to support the acquisition of independent expert firms. Salient leaders are already engaged with a half dozen clients and have been working for months to build a network of partnerships, alliances and an active pipeline of acquisitions.

“Our model is purpose-built for a ‘cookieless’ future, as the sources of traditional digital data are becoming rapidly constrained by privacy fears and tightening regulations,” said Founder and CEO Bryan Specht. “Our people and partners all share a passion for using data to guide creativity, communications, and innovation to deliver real growth that helps our clients and their communities flourish.”

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According to a recent survey by leading global information technology services company Capgemini[1], 76% of CMO’s are now responsible for contributing to business growth and 74% have responsibility for data and technology. Even with these increasingly data-centric needs, only 12% of the more than 1,600 marketers surveyed say they have the expertise, capabilities, assets and access needed to deliver. At the same time, many marketers and most of their agencies have perpetuated traditional models and a focus on relevance, which the Salient team believes is more subjective, fleeting and costly than a data-based approach to what they’ve labeled salience.

“There is a fixation on relevance in marketing and communications today, but we believe salience is a more powerful concept,” said Global President Tricia Ewald. “To us, salience means using the right data, combined with true human ingenuity and creativity to deliver the most natural, measurable, sustained growth.”

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Salient’s approach is built on a data advisory model and a proprietary suite of data products called Salient Synapse, which is in development. This model and product suite will support agency founders and service providers in key expert disciplines, assembled through alliances and acquisitions. Salient also plans to expand its network by launching expert agencies with proven, innovative leaders across disciplines such as creative, experience design, search and performance media, social and influencer, artificial intelligence and machine learning.

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“Data-driven human insights are the key to delivering growth for businesses, but also for real people who are seeking authentic, valuable experiences,” said Chief Strategy Officer Guy Cierzan. “That’s why we champion a performance-based model. We shouldn’t grow just because we bill hours, we should grow when our clients grow.”

Salient uses performance-based compensation models built in collaboration with clients and grounded in their business challenges. The company will also provide subscription-based services across a suite of data-centered products that are in development. All services and products will work together across customer, employee or other stakeholder journeys to deliver experiences that drive growth.

“There’s a strong market opportunity for brands and businesses to create non-linear human experiences that meet customers where they are,” said Chief Digital Officer Daniel Welch. “These experiences must be informed by data, powered by technology, and delivered with world-class creativity – designed to meet the changing expectations of customer and employee experience today.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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