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Added Value CharacterLab™ Archetypes Go Live at ARF Re:think 2010

2 March, 2010

LOS ANGELES — The Hero, the Explorer, the Lover and the Outlaw – they all come alive at this year’s Advertising Research Foundation conference, Re:think 2010, March 22nd and 23rd in New York. As a major sponsor, the brand development and market insight consultancy, Added Value, will be launching CharacterLab™, an engaging online tool that uses Jungian archetypes to help companies transform the way they manage their brand experience.

“The power of CharacterLab™ lies in its online interactivity, its engaging user experience, its unique use of a primary and secondary blended archetype, and its quantitative validity,” explains Ruth Moss, Executive Vice President at Added Value US. “Because it can be deployed anywhere online, it puts brand character development truly in the hands of marketers themselves.”

To illustrate the relationship between brands and archetypes, Added Value is literally bringing archetypes to life at the ARF Expo. The company promises an engaging experience for ARF attendees, but is keeping the surprise under wraps until the conference.

“In an increasingly competitive marketplace, brands that radiate a distinct character that consumers can empathize with or aspire to stand a much better chance of carving out a tangible advantage,” says Maggie Taylor, CEO of Added Value US. “The right product or service, with a strong character, consistently executed in a culturally relevant way stands the best chance of all.”

In addition to CharacterLab™, Added Value’s ARF Expo Showcase Room will feature Character Creation—Added Value’s approach to developing the visual and verbal language for a brand that ultimately defines it’s unique character. It will also include demos of AV-id™, Added Value’s proprietary digital insight and innovation platform that leverages the principles of social networking to help clients explore, develop and refine marketing concepts in real time; and TrendTrax, a specialist proprietary, innovative approach to their new trends offer. For a full schedule of Added Value Re:think 2010 events, visit www.added-value/source.

For more information on CharacterLab™ or Added Value’s other offerings, contact Added Value US at 323 436 6600 or  

For more information please contact:
Denise Klarquist
Tel: +1 415 269 7962  

About Added Value
Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients' central marketing questions about market, equity, positioning, innovation and communications.

Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, P&G, but they work with start-ups and challenger brands too. The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors.

Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill.

Added Value US has offices in Los Angeles, New York, San Francisco and Seattle. For more information, visit  

Added Value is now one of the largest operations within WPP's Kantar division, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit

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