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Former Leading Edge Directors Set up in Sydney

May 10 2010

In Sydney, two former Directors of The Leading Edge have set up Fiftyfive5, a market research consultancy focused on helping clients' to deliver growth from their investment in insights.

Karen Phillips and Darren KempKaren Phillips and Darren Kemp have established Fiftyfive5 to pursue what they describe as the three main drivers of research effectiveness:

  • Defining the real question to be solved and the commercial opportunity this will unlock
  • Delivering genuine insight to answer that question
  • Working with businesses to provide clear growth paths.
'Fiftyfive5 has evolved out of a simple desire to see investment in insights deliver growth for clients,' explained Phillips. 'And this has never been more important, with identifying and accessing sources of organic growth the top item on the agenda for CEOs and marketing directors in 2010.'

Phillips has more than 15 years' research and marketing strategy experience, working across both agency and commercial client side roles, in the UK and Australia. For the past nine years, she was MD Sydney of The Leading Edge, prior to which she was a Research Planner at British Airways and an Account Director at Ipsos MORI.

Co-founder Kemp has more than 20 years' experience in brand planning and marketing research, gained in agency and client side roles in New Zealand, the USA, the UK and Australia. During the past three years, he has served as Brand and Innovation Director at The Leading Edge, before which he held director-level roles at TNS, Diageo, Lion Nathan and CM Research.

Web site: www.fiftyfive5.com .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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