Founding Partner of PHD Provides Expertise to Growing Startup

London – October 24, 2014 – Relative Insight (, the language analysis service that turns language into data, announces today the appointment of David Pattison as an advisor. Pattison has worked in the advertising and marketing services industry for more than 35 years and during that time founded PHD, a worldwide media agency network now owned by Omnicom. Pattison also joined digital business iLG which was sold to a private equity investor in 2008.

Pattison brings to Relative Insight expertise on building businesses from scratch, particularly within the marketing and digital industries. As an advisor to Relative Insight, Pattison will be responsible for helping the company grow its international network and develop its overall growth strategy while continuing to strengthen relationships in the United Kingdom.

“We’re pleased to welcome David as an advisor as we become even more entrenched in the marketing and advertising industries,” said Ben Hookway, CEO of Relative Insight. “His experience working with both internal and external marketing and creative teams is well-known and respected, and his guidance will be critical to increasing the value we provide to our clients.”

Relative Insight’s technology is based on 10 years of research at Lancaster University. It was initially developed for law enforcement to identify masquerading by criminals by analysing at scale the language used in conversations. The company officially introduced its commercial entity in June 2014 and now works with major brands and agencies including Microsoft, Dove, Saachi & Saachi, Ogilvy, and Havas to provide insight into the language found in advertising copy, website copy, social media, forums and any other channels where language is used in relation to a brand.

“The technology that Relative Insight has developed is entirely unique. It solves a longtime problem for marketers- allowing them to truly understand the effect of their campaigns and the reactions and emotions of audiences, beyond simply ‘generally positive’ or ‘generally negative’,” said David Pattison. “The team behind Relative Insight is stellar, and I’m thrilled to be operating as a wingman to help the executives and the organization overall strengthen relationships and develop the commercial aspect of the company.”

About Relative Insight:

Relative Insight objectively and comparatively analyses the language associated with brands, their competitors and consumers, delivering insights into how language is resonating with and perceived by audiences. Relative Insight is technology delivered as a managed service, run by a team of experts who have built the technology from 10 years of research at Lancaster University, initially developed to identify criminals in the fields of child protection and counter-terrorism. Relative Insight raised an investment round in 2014 with EV Group. For more information visit, follow @relativeinsight, or monitor the #languageisdata hashtag.


Sara Stephens
Phone: +44 (0)207 632 7663

By Press Team