New plans from old data?

Roger Titford

Another article celebrating the 25th year of the TGI. Many marketers are unaware of the value of a source like the TGI in interpreting the present and anticipating the future: how brands and markets got to their present state; how precedents from analogous brands and markets over time can clarify the options for a new venture.

New plans from old data?

How the past can vividly reveal present and future marketing options

Roger Titford

Long series of consistently collected consumer data are rare, and not always easy to get hold of; short-term marketing pressures are a continual distraction. Many marketers are quite unaware of the value of sources like the TGI in interpreting the present and anticipating the future – how brands or markets got to their present state; how the precedent of analogous brands and markets over time can sharply reveal the strategic options open to a new venture. This paper first outlines what the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands