The Team

Peter Russell

Peter Russell – Head of Strategy

Peter heads up overall strategy for IMS clients. Originally from an analytical background Peter brings a wealth of experience across numerous industry sectors and geographies, helping bridge the gap between the technical side of the business and the marketing functions.

Peter originally started out client side as an analyst with Aegon in Edinburgh before moving into retail banking as Head of Customer Insights for Woolwich Bank, responsible for customer segmentation and modelling, value proposition development, lifecycle management and customer journey planning.

He then spent the next 7 years in a specialist data and analytical consultancy within WPP, where he was responsible for the development and delivery of data driven marketing strategies for numerous international blue chip clients including British American Tobacco, Nokia, ADOBE, Prudential, P&G and Morgan Stanley as well as set up of regional offices.

In 2008 Peter went to work directly within the advertising industry, allowing him to get closely involved in the creative side of program development and at the same time integrate the data and analytics offerings for 2 of the largest global agency networks – Publicis Groupe and Omnicom. Shifting data to be at the heart of all activity was paramount as clients demanded improved customer insight to drive personalization, targeting and above all accountability and justification of marketing spend – even more so given the proliferation of new digital channels. During his time there he delivered data driven marketing strategies for the likes of Renault, LG Electronics, Hewlett Packard, RBS, Citibank, Zurich Insurance, Three mobile and Unilever.

Peter then joined Towers Watson Marketing Sciences division in late 2011 to head up customer strategy, working on projects including – launch strategy for new D2C insurance operation in China for top 5 global insurer, campaign management implementation for leading financial services company, segmentation for top 5 direct UK insurer.


Pete Szabo

Pete Szabo – Head of Data & Technology

Pete leads the Data and Technology offering at IMS and is responsible for the design and development of all client solutions supporting; Campaign Management, Analysis and MI. He also leads the Campaign Management practice.

At Towers Watson Pete was a founding member of the Marketing Sciences management team and helped build Marketing Sciences data and technology capabilities from the ground up.

Pete has over 20 years experience in marketing and has specialised in Database Marketing for the last 12 years.  He has extensive experience in designing and operating data warehouse and campaign management solutions as well as building Single Customer views to incorporate both on-line and off-line customer data to drive complex event driven campaigns.

Prior to joining TW Marketing Sciences, Pete was Data Director at dunnhumby for their Tesco and FMCG solutions before moving on to lead the technical consulting practice.  During this time he built a new delivery solution to supply all customer insight, campaign and reporting for Tesco as well as working for a number of other high profile clients including British Airways and Vodafone.

He has a depth of consulting and operational experience across a number of industries including Financial Services, Telecommunications, Government, Utilities, Leisure and Travel.

Richard Perkins

Richard Perkins – Head of Data Solutions & Campaign Management

Richard heads up the data and campaign management team at IMS and is responsible for technical delivery of all data solutions, including Campaign Management as well as solution development to support all analytics and business intelligence.

With over 15 years data management experience across multiple platforms and development disciplines, Rich is also responsible for the management of all IMS outsourced / hosted database solutions.

Whilst at Towers Watson, Richard headed up the data solutions team where he designed and implemented data management solutions to support detailed analytics and MI projects for global blue chip clients including Sky, Aviva, Rias and various other insurance companies.. He has extensive experience in the Neolane platform including end-to-end client site implementations, development and customisation, training and user support.

Whilst at TW he also developed and managed the hosted database solution for which supported TW’s widely respected insurance industry benchmarking analysis. He also built a hosted SCV solution to support Aviva Asia’s BI and reporting capabilities.

Rich brings a depth of consulting and operational experience across multiple industry sectors including Financial Services, Commercial and Domestic Energy, Government, Construction, Media and FMCG.