Isobar, Copernicus and Forbes Form Intelligence Arm

Dentsu Aegis Network's full service digital marketing agency Isobar has partnered with sister agencies Copernicus Marketing and Forbes Consulting Group to form its new Marketing Intelligence Practice.

The group acquired consumer insight firm Forbes Consulting Group last year, and then merged it with Dentsu Aegis' data-driven marketing strategy consultancy Copernicus. The new practice, which will be led by Copernicus and Forbes founders Peter Krieg and David Forbes, will align Isobar's creative expertise with market segmentation and consumer insights, to help Isobar guide its clients through the digital transformation process, from ideation to implementation.

The practice taps in to the latest resources for consumer insights, including social media, digital, and behavioral data; while using a variety of analytic tools, marketing models, and consumer insights to understand and forecast consumer behavior. It will also build on David Forbes' proprietary suite of emotion science tools to help clients understand the subconscious drivers of consumer purchase, as well as the emotional bonds that connect consumers to brands over the long term.

Krieg and Forbes will report to Isobar co-CEOs Geoff Cubitt and Jeff Maling, and the latter comments: 'We have always had a strong research capability to support our user-centered design practice, but we are increasingly asked to create new products, new lines of business, and even new businesses. Adding the ability to do market-leading segmentation, choice analysis, and brand positioning will significantly increase our ability to guide clients undertaking digital transformations.'

Web site: www.isobar.com .

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