If you’ve got it, flaunt it: how to use your hidden assets

Catriona Ferris and Judith Steinert

Companies like Unilever spend million of pounds a year on consumer research, and often more than they spend on advertising agency fees or advertising production.

If you've got it, flaunt it: how to use your hidden assets

Catriona FerrisUnilever

Judith SteinertThe Insight Connection

INTRODUCTION

Organisations like Unilever spend several million pounds a year on consumer research. Unilever spends more annually on research than on advertising agency fees or on advertising production. It is received wisdom that the start point of good marketing is a focus on the consumer, and that developing consumer understanding and insights is not a luxury but a necessity.

As a result, good research has become increasingly valued. Over several decades the research industry has grown, matured and become hugely...

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