Rochester Business Journal – September 24, 2019
By: Kevin Koklobzija
With growth comes change, at least for CAUSE + EFFECT Strategy & Marketing.
On Sunday, the Henrietta-based firm was ranked No. 87 on Adweek’s inaugural list of Fastest Growing Agencies in the world. On Monday, the company pared down its name and will be known simply as CAUSE + EFFECT Strategy.
The change, the firm says, reflects a shift from marketing intelligence to overall business intelligence. There is an opportunity for additional departments within businesses — such as sales, operations and human resources — to benefit from using data insight.
“Why limit data-driven insight and strategy to just marketing,” C&E president John Loury said in a news release. “Data itself is indiscriminate, fluid and often interdependent across departments in many organizations. It’s now enterprise data, and that’s why we are moving toward providing insight to assist with overall business strategy.”
CAUSE + EFFECT landed on Adweek’s list based on growth of 78 percent over the past three years. Firms were required to submit revenue information from 2016 through 2018 and certify the accuracy of the information. Adweek said it then performed additional auditing to ensure the accuracy. To be eligible, agencies were required to have revenue of at least $250,000 in 2016.