Launch of 2CV Tracking

After a number of contract wins, UK-based agency 2CV is launching a new centralised tracking division for long-term monitoring of consumer attitudes and behaviours.

2CV Tracking will have a team of ten, reporting into Head of Numbers Doug Edmonds, and will work alongside the recently introduced 2CV Analytics, as well as feeding into the work of the broader quant and qual teams. It will deliver data on brand health, positioning, product experience and marcomms effectiveness for clients including PlayStation and a number of video games titles as well as leading media brands and hardware manufacturers.

Edmonds says 2CV has built the expertise to 'see past the noise to identify 'hidden' patterns from data that many other research agencies miss', taking clients' existing data and 'squeezing out fresh insights and recommendations.' Of the new division, he adds: 'Historically the preserve of the network research giants, virtually all tracking studies are now carried out digitally, levelling the playing field and paving the way for the entry of nimble, insight-driven consultancies.'

2CV is part of Cello Group and is online at www.2cv.co.uk . Two weeks ago, the firm announced the opening of an office in San Francisco, its first in North America.

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

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