Long Live Desire
21 October, 2004
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 - new Added Value positions itself as a new kind of marketing insight company that helps clients ignite desire for their brands, businesses and people by going beyond the obvious.
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 categorise 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 tool that will enable creatives and clients to determine the extent to which creative work builds real emotional affinity with their brand.
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.
Added Value pioneered the demand for outsourced marketing expertise across Europe, Australia and South Africa.