• by Steve McClellan  @mp_mcclellan, October 1, 2015

The Richards Group has combined three of its data-based units to form one “mega discipline” that’s been dubbed Quadratic.

The Dallas based shop said that Scott Friesen and Audrey Berger will jointly run the combined operation, Quadratic, which offers expertise and services in advanced analytics, digital analytics, forecast modeling, and relationship marketing.

Previously those capabilities were offered from separate units: Richards Relationship Marketing, Richards IQ, and Richards Analytics. The shop noted that demand for those services from clients across nearly 30 industries has increased sharply in recent years.

Agency founder Stan Richards explained the reorganization this way: “Owning our clients’ problems with them is in The Richards Group DNA. As technology in the industry has changed, and as consumers adapt to expect one-on-one engagement with brands, we’re evolving with our clients in this new way of doing business.”

“In the very near future, analytics and data will just be called ‘doing business,’” added Friesen.