New Wavemaker Tools Find Missed Growth Opportunities

WPP's consumer data specialist Wavemaker has launched a toolkit to help its consultants identify and assess the growth opportunities clients miss due to lack of adoption of marketing practices - such as AI-based innovation, addressability, eCommerce and advanced analytics.

Wavemaker, which was set up in 2016 by WPP media agency MEC, uses consumer data and insights to focus on understanding where and how marketing can help brands win more sales. The new 'Transformative Growth Consulting' toolkit will be used by its consultants to test the growth potential available of using various practices - both individually and together.

The firm's own activation specialists run the pilots in conjunction with 'business-as-usual' marketing to demonstrate impact, and then roll learnings back into the day-to-day media plan. Anna Hickey, Global Consultancy Lead, comments: 'What sets our Transformative Growth Consulting apart from more traditional consultancy is that we not only provide a clear pathway to growth through transformation, but our teams then activate the tests and learnings associated with those growth opportunities. Because we see those new pilots all the way through from diagnosis to results, we are fully accountable for the success of everything we recommend'.

Web site: www.wavemakerglobal.com .