New Firm for UK Media Researchers Brennan and Elms

In the UK, former Thinkbox media researcher David Brennan and former Carat Insight MD Sue Elms have set up a new consultancy called BE Insight, to help clients maximise the value of their existing and future intelligence resources.

Brennan joins after serving as Research & Strategy Director for television marketing body Thinkbox, before which he was Head of Group Strategic Insight at Associated Newspapers; founded Connect Research & Strategy in Australia; and worked as Controller of Audience Planning at ITV. More recently, he became a Partner and shareholder at brand tracking researcher Nepa, and set up his own media research consultancy, Media Native. Elms was most recently EVP, Global Head of Brand, Comms and Media Services at Kantar Millward Brown, having previously been MD of Carat Insight, MD of Aegis Media UK, and Global Chief Research Officer at Initiative. Earlier, she was Research Manager at Lintas, and a Media Researcher at Leo Burnett.

The new firm will look to 'avoid the legacy system trap of the big market research firms', making use of partnerships, data and analytics resources, legacy research suppliers, and new technologies. The company has already worked with specialist research suppliers and tech companies, to create new tools for content development and media evaluation. Elms says the company aims to turn around the problem of researchers failing to deliver consumer insight which drives business advantage.

Commenting on the launch, Brennan adds: 'Sue and I have worked together on many projects. Our combination of experience and expertise will create wisdom and business advantage in an age of too much, fragmented and sometimes flawed intelligence. We will bring a creative and commercial approach to a discipline perceived as technical and peripheral to real business issues'.

Web site: https://beinsight.co .

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