Added Value Debuts Tools for Actionable Research

WPP agency Added Value is launching three new initiatives to help clients address strategic marketing questions facing their business and brands. The first, AV-id™, uses the principles of social networking to help clients develop and refine conceptual marketing ideas in real time.

Added Value says the richer, deeper consumer insight and idea generation possible with AV-id has helped it to secure innovation projects from companies including Ikea, Kimberley-Clark and Levi's.

Also on the launch pad are Character Creation, a new brand development approach aiming to give clients a more dynamic picture of the qualities which turn well-known products into famous brands; and an as-yet unnamed specialist innovation product including a proprietary new trends offer and a hi-speed innovation process to get new projects launched faster than ever before.

Jonathan Hall, CEO of Added Value France, takes ovrall charge of integrating AV-id into the group's 22 offices in fourteen countries.

Added Value CMO Paul McGowan comments: 'This recession has made consumers less forgiving and more questioning. There is less room for business and brands to make mistakes and less time to correct them. We know how important it is to find the right answers, so we are providing the expertise, insight and geographical capability to tackle the toughest marketing challenges.'

Added Value was formed in October 2004 by bringing together three WPP agencies, Germany's Icon Brand Navigation, US-based Diagnostic Research and the UK's Added Value; and has since acquired Oracle Research in China, innovation consultancy Cheskin in the USA, and most recently, Saffron Hill in Singapore and the Philippines.

Added Value is part of Kantar within WPP. A new web site has been launched at www.added-value.com , and the company is hosting a series of events to showcase the launches.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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