Leeds move is paying off for Stateside data experts

Richard Walker, Rob Shaw, Sean Tuck, Jon Millward and Megan Harrison at Fractl's Leeds office.
Richard Walker, Rob Shaw, Sean Tuck, Jon Millward and Megan Harrison at Fractl's Leeds office.
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A data-driven content marketing agency with a head office in Florida is reaping the rewards of its decision to become part of the Leeds digital community.

Fractl picked Yorkshire’s unofficial capital over London and Manchester when it opened its first international office late last year.

Reasons for its choice included the level of talent available locally and the city’s ambition to be the best open data site in the UK.

And heading for Leeds has clearly paid off, with Megan Harrison, director of Fractl UK, saying the agency had experienced “significant demand” for its services since its arrival.

It now works, she said, with clients ranging from “start-ups to mid-size businesses to Fortune 500/FTSE 250 companies”.

Megan said its base at Holbeck’s Round Foundry Media Centre had proved a “perfect location” due to its closeness to the city centre, handy facilities and contract flexibility.

She also said the site would offer an opportunity for “easy expansion into larger spaces” when the firm outgrows its current office.

Explaining the service that Fractl provides, Megan told Digital City: “Brands approach Fractl because they want to engage their audiences with digital content that tells genuinely interesting and entertaining stories.

“Each campaign begins with the selection of topics that relate to the client’s products and services, while also being broadly appealing to a wide audience and – crucially – the media.

“Fractl then finds the data needed to shed new light on the topic and, through a combined effort by data scientists, writers and data visualisation designers, dry numbers are transformed into maps, graphs, illustrations and words that quickly and enjoyably communicate the most interesting findings.

“The aim is to tell stories through data that, even if the brand were entirely removed, would stand out as something worth talking about.”

Megan added: “Fractl’s digital PR team promotes their campaigns to the biggest news sites on the web, who write about and link back to work, thereby providing the brand awareness and SEO benefits clients need.

“Much of Fractl’s outreach expertise comes from their own original research, including an analysis of 27,000 PR pitches which determined the exact elements necessary to grab the attention of top publishers and social influencers, including tone, relevance and even keywords used in subject lines.”

Fractl was founded in late 2012 with a head office in Delray Beach, about 50 miles north of Miami.

It started life with a team of four but now the ‘Fractl family’ numbers more than 80 people.

For further information about the agency and its work, visit the www.fractl.co.uk website.

The Yorkshire Evening Post runs a regular Digital City column in partnership with Sky Betting & Gaming.

The platform aims to highlight the giant strides being made by a sector that boasts around 3,000 organisations in Leeds.

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