Ex-Archetype principal launches consultancy

Former Archetype analytics lead Kristian Hoareau Foged has set up a communications strategy consultancy specialising in data analytics and human insight.

Kristian Hoareau Foged has set up a new consultancy to help agencies with data analytics and insights (Photo: Jerry Syder)
Kristian Hoareau Foged has set up a new consultancy to help agencies with data analytics and insights (Photo: Jerry Syder)

Simply Thought will consult PR and communications agencies to provide data analytics and insights, strategic planning, and measurement and evaluation services.

The agency is investing in social and news media analytics tools like NetBase Quid and will also offer expertise in classic research methodologies, and advice on the best mix and approach to find answers to specific brands’ questions.

“The need from clients for robust strategy and meaning measurement – informed and supported by relevant data – is increasingly vital to our work as comms professionals. But delivering really in-depth audience, brand and category data analysis that’s relevant can be a challenge,” Foged said.

“With Simply Thought, we’re hoping to help fast-growing, agile and ambitious agencies to deliver this expanded set of services to their clients on a flexible, project basis – as well as support internal needs such as new business pitching.”

Foged set up the business after working as an independent consultant. He previously worked at Archetype for nearly six years, where he was part of the team that founded the agency’s Insights & Analytics practice, and was eventually its principal consultant. 

He is also a PRWeek 30 Under 30 alumni, serves as a member of BME PR Pros Blueprint Advisory Board, and was a mentor of the 2019 BME PR Pros/PRWeek Mentoring Scheme.

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