ISG Launches Marketing Advisory Business

US firm Information Services Group (ISG) has launched a new unit, ISG Marketing Advisory, combining consulting, design and implementation services for enterprise marketing leaders; and has appointed Kaveri Camire as Partner and Commercial Head for it.

ISG (Information Services Group) was founded twenty years ago by former Nielsen / VNU man Michael P. Connors, and provides services including digital transformation and other change management, sourcing advisory, strategy and operations design, market intelligence, technology research and analysis.

The new practice is focused on helping marketing organizations strengthen financial accountability and translate productivity and performance into measurable ROI, and boasts expertise in benchmarking marketing investment performance; operating model and strategy design across workflows, to improve productivity and performance; optimization of the use of martech, agencies and service providers; and governance frameworks that ensure sustained, measurable value.

The practice also draws on ISG's sourcing advisory expertise - the firm says it influences more than $200 billion in technology spend annually, across enterprise functions from HR and finance through IT and marketing.

Camire (pictured) who spent nearly two decades at IBM, and joined ISG in the summer, states: 'The role of the Chief Marketing Officer is entering a new era of enterprise influence. Brand, customer engagement and demand generation remain essential, but AI is rapidly expanding both the capabilities and the complexity of marketing. At the same time, CEOs, CFOs and boards increasingly expect marketing leaders to demonstrate a direct contribution to revenue, profitability and growth.' She adds: 'More than one-third of marketers say time saved through AI has not directly translated into savings or value for the enterprise. The next challenge for marketing leaders is to turn AI-driven efficiency and performance into measurable growth and ROI.'

The firm, which employs some 1,500 professionals worldwide, is online at www.isg-one.com .