TK Associates has kicked off a business-to-business communications programme, designed to help US software firm Applied Predictive Technologies (APT) to develop its business in Europe.

Also this week, Phil Marsland, formerly Vodafone UK’s Head of Customer Marketing, joins APT as Senior Vice President for Europe, based in its new London office. His remit is to build on the company’s ten years of success in North America.

Our brief is to work with Marsland and the rest of APT’s management team to shape the firm’s communications for the UK and to run a media and analyst relations programme. Primary focus will be on reaching business, marketing and IT directors in the banking, retail, consumer product and hospitality sectors.

APT, established in Washington in 1999, provides management systems called Test & Learn™. These help companies scientifically assess the effect of sales, marketing, product and capital initiatives and tailor them for maximum impact before rolling them out. Over 50 Forbes Global 2000 companies are APT customers including Starbucks, Kraft Foods, InterContinental Hotels, Subway, Staples, Victoria’s Secret and Royal Bank of Canada.

The communications programme will be led by Tariq Khwaja, who says: “This is set to be a fascinating, issues-based campaign. What APT does goes to the heart of how companies operate – helping them rigorously analyse how they can optimise their business performance. We’re looking forward to telling some great stories about APT’s work with European businesses to add to their North American track record.”

For more about APT, see