Added Value and Glendinning join forces to unpack SA's shoppers

21 Feb 2008|Added Value

Marketing insight company Added Value and Glendinning Management Consultants have announced that they will form a strategic alliance between their South African businesses effective from the beginning of 2008.

The joint offer will provide deeper and more integrated insight, marketing and sales solutions to the companies’ wide range of clients. In particular, the alliance will bring to South Africa successful global methodologies and thinking in shopper marketing and capability development.

Keith Stevens of Added Value and Stephen Mawby of Glendinning will lead the joint team, while still keeping the unique brand strengths of their own businesses.

Stevens, Managing Director of Added Value, says, “Most brand owners currently buy two separate sets of research to understand their consumers and shopper behaviour, but need a combined data set to construct their Marketing and Sales strategy. We saw a natural opportunity to combine Added Value’s strength in consumer and marketing insight and Glendinning’s expertise in Marketing and Sales strategy for the benefit of our clients. This approach will provide clients a fully integrated commercial solution that ensures alignment across their marketing, channel and sales strategies.”

Mawby, who heads up Glendinning, agrees, “This offer will give clients the ability to better drive efficiencies across all other elements of their sales and marketing mix, by using strong shopper and consumer insight in their category and channel planning. To our knowledge, this integrated offer will be unique in the South African market.”

The consultancies are looking to future opportunities to combine other complimentary skills sets. Particularly, the companies are looking at ways to weave Added Value’s brand development competence and internal brand alignment capability with Glendinning’s global experience in sales and marketing training to provide an integrated staff training and leadership solution for key South African clients.

The two consultancies will continue to provide their existing services in marketing insight, research, brand development, internal alignment, innovation, channel strategy, category strategy, capability, sales training and customer business planning and negotiation.

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