A business decision is needed: A brand might be about to make a strategic business decision, but it needs more data to inform its decision.
Something is going wrong: An alarm bell has sounded and the brand needs to find o russian email address ut what’s gone wrong. Perhaps the brand is losing customers or competitors are overtaking it.
A new product is launching: Before launching a new product, a brand might commission an agency to conduct additional market research.
The brand is rebranding: A brand might want to refresh its image, or perhaps it needs to reposition itself after a merger or acquisition.
Working with these agencies, brands might uncover insights that they might have otherwise missed. For example, Unilever commissioned Ogilvy to research the beauty product market. This uncovered the insight that many women didn’t feel represented by current beauty product advertisements. This, in turn, led to the highly successful Dove Real Beauty campaign.
Billboard of Dove Real Beauty campaign
Dealing with con
sultant fear
Marketers sometimes get nervous when external experts enter the scene. They worry that the agency will tear the previous marketing campaigns apart. This can lead to consultant fear.