Long live desire says new global marketing company

21 Oct 2004|Added Value

Added Value is re-launching as a new global marketing insight company by fusing brand marketing, consumer insight, innovation, and communications optimisation to help solve clients’ marketing problems.

Merging the talent and assets of three leading agencies within the WPP Kantar division – the former Added Value business, Diagnostic Research and Icon Brand Navigation – it will focus on galvanizing clients’ performance by igniting consumer desire for their businesses and brands.

The new Added Value also has plans to launch The Desire Index – the first authentic international study to measure the connection between desire, brands and consumers.

New Added Value points to a number of factors influencing consumers which have helped it to identify ‘desire’ as a key catalyst to boost performance. These include increased media proliferation, a surplus of product choice, lack of time and the emergence of more multi-faceted consumers, who are harder than ever to categorize and thereby target.

The company believes that brands and businesses with the capacity to ‘set the pulse racing’ outperform the market even when faced by factors such as competitor discounting because consumers hold them dear in their hearts and are prepared to pay a premium for the experience.

To this end, it is launching compelling new approaches to create differentiation, beginning with a unique Copy Test tool that will enable creatives and clients to test the emotional affinity of their communications.

New Added Value believes its range of services will answer the most salient problems facing brands and businesses today. They include helping clients identify market opportunities, strengthen brand equity, identify and deliver innovation strategies, optimise communication, measure marketing investment and inspire future direction.

“In Europe, Added Value pioneered the demand for outsourced marketing expertise. In Germany, Austria and Italy for example, Icon Brand Navigation became known as the driver of holistic branding. In the States, Diagnostic Research has led the field with its methodologies for communications research.

“Our new venture blends the skills and talent together to create a truly global insight-driven marketing partner to solve clients’ business and brand issues,” says Tamara Ingram, Global CEO of Added Value.

New Added Value points to the strong performance of Axe, the bright spot in Unilever’s recent profit warnings, as evidence that igniting desire is key to igniting success.

“Axe is a good example of the type of brand that will benefit from our approach because it has been able to use emotional rather than purely functional qualities to help it command a premium price,” adds Ingram.

New Added Value will be headed by Global CEO, Tamara Ingram, the architect of the new company, with a management team comprising talent from across all three businesses. The team includes: Diagnostic Research founder Marc Agostini, Maggie Taylor in the US, Paul McGowan in the UK, Karl Georg-Musiol in Continental Europe, plus Charles Broome and Christoph Prox in Africa & Asia.

It will become one of the largest employers within WPP’s Kantar division with offices in 17 locations across 12 countries.

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