In London, former Flamingo director Hadley Coull has launched an insight and strategy 'collective' called Headz, consisting of a network of independent researchers, strategists and consultants who will work with clients across the tech, media, and gaming sectors.
Coull (pictured) has set up the collective after thirteen years at Omnicom-owned consumer and cultural insight agency Flamingo, most recently as Client Director, Media. His background includes international qual research management, using associated disciplines such as semiotics, workshop facilitation and trends, for brand strategy, communications, and product development initiatives. During his time with Flamingo, Coull moderated research across Europe, North America, Africa and Australia, and for the past eight years he specialised in tech, media and gaming research.
Coull explains that his company's name is a reference to cultural insiders and 'headz' who live and breathe different subcultures, such as Hip Hop headz, Sneakerheadz and Metalheadz. The Headz collective includes several senior former Flamingo execs, alongside other senior category specialists, and Headz will also partner with specialist agencies for quant research, analytics and semiotics.
Commenting on the launch, Coull adds: 'In recent years we've seen the emergence of a new business model for insight partners, which allows for more agile and effective partnerships than the traditional agency model. We use an ad hoc model for an ad hoc industry - and we think that makes good business sense. We firmly believe in the more collaborative and flexible working model of the collective, and we hope that clients will embrace the transparency, efficiency, and agility of our offering'.
Web site: www.headzstrategy.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.