International Advertising Agency

Background

An international advertising agency had launched an expensive campaign for a major manufacturer of white goods that had failed dismally.

The Issue

In order to establish why this had happened the agency hired me as a consultant to review the market research that had been undertaken prior to the campaign planning and launch on which they acted on.

What We Did

I established that the campaign had been based on a series of group discussions (focus groups) that had been conducted with an inappropriate sector as well as having major flaws.

After my findings were presented the agency speedily conducted the research again at their expense.

The Outcome

The campaign strategy was amended and the subsequent sales outcome was far more positive, with an increase of 23% on sales over the following year. I continued to work alongside the agency on a project basis most successfully for many years.