DNA is a commercial proposition targeting the talent management industry and its associated sectors (brands, rights owners, media and content producers). Talent agencies seeking commercial advantage are looking towards data to provide their competitive edge. But, ‘big data’ is not aggregated and there are few filters making it difficult to apply in a commercial context. DNA exploits data use and technology to automate, blend, evaluate and stimulate a market that currently operates through human instinct. DNA’s innovation is in the production of usable data for decision-making. Further to the management of talent lifecyvcle DNA aims to identify and highlight the factors that contribute to success, and therefore enable a Bayesian predictive model for the likelyhood of emerging talent's success.

Material presents a unique proposition that blends big brand thinking, bespoke data and predictive insights to provide a real time digital management platform for the talent management industry to maximise their client’s commercial value over the lifetime of their careers.