Former GfK and IRI Execs Set Up New Agency

In Germany, Heiko Leipold and Peter Mahn have set up a new agency called mafowerk, based in Nuremberg, which will offer on-demand market research services, trend studies and consumer behavioural analysis. Both men have worked for GfK and for Information Resources (IRI).

Leipold, who began his career with G & I, later worked at GfK Trade Research and Information Resources Inc (IRI). He has more than 20 years' consumer goods marketing and sales consulting experience, and specialises in product policy, category management, trade marketing and innovation management.

Mahn has been working for two decades in consulting and account management in the market research industry, including at GfK and IRI. He has in-depth experience in the retail tracking, POS analytics and shopper insights sectors, alongside expertise in advising consumer goods clients.

The pair claim their new firm will offer 'new, innovative concepts' beyond traditional market research, tapping into their previous experience of working at large agencies.

Web site: www.mafowerk.de .