enWed, 10 Mar 2010 07:50:09 +0000full schedule of Added Value Re:think 2010 events . For more information on CharacterLabTM or Added Value's other offerings, contact Added Value US at +1 323 436 6600 or AVUS-INFO@added-value.com .]]>#en-en//our_news/current_news/news_character-lab-03032010#en-en//our_news/current_news/news_character-lab-03032010Wed, 03 Mar 2010 00:00:00 +0000Just register with ARF Take a look at what we have planned in our CharacterLab Lounge.]]>#en-en//our_news/current_news/news_character-lab#en-en//our_news/current_news/news_character-labFri, 26 Feb 2010 00:00:00 +0000Magdalena Wong, CEO of Oracle Added Value in China. A brand development and market insight company, Oracle Added Value is part of the Added Value Group which has a footprint in 22 locations across 14 countries. Wong says the best way to approach the market is to identify who your target is so that you can reach it effectively with limited resources. "The market is so huge geographically that you cannot take it on as one China. You need to build understanding and appreciate what drives trends. What Oracle Added Value has done is to develop research that creates an understanding of the consumer from an amalgamation of expert resources. Then in terms of segmentation we believe one of the most useful ways of understanding the market is from a generational perspective." Wong says because of the intense political, social and economic changes China has experienced during the past four decades the country has developed four distinct generations in forty years. "This is something you hardly see in other parts of the world, but China is such a fast changing market that it has created totally different generations or sets of consumers. Oracle Added Value's 4G's In China offers marketers a strong appreciation of the key drivers behind those trends for China," says Wong. "Good strategy is about making the right choices but it is easy to get lost under a mountain of detail when trying to make sense of China. Our view is about understanding the factors that have influenced our audience and knowing the "programming" hard wired into their subconscious. By so doing marketers are able to get a view of consumers that transcends regions," says Wong. Click the link to find out more about Oracle Added Value's 4G's In China, or contact Roger Mu .]]>#en-en//our_news/current_news/news_generation-china#en-en//our_news/current_news/news_generation-chinaSun, 17 Jan 2010 00:00:00 +0000 About Added Value Added Value, www.added-value.com, provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients' central marketing questions about market, equity, positioning, innovation and communications. Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, and P&G, but they work with start-ups and challenger brands too. The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors. Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill. Added Value is now one of the largest operations within WPP's Kantar division www.kantar.com, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com. ]]>#en-en//our_news/current_news/news_peter-brine#en-en//our_news/current_news/news_peter-brineMon, 07 Dec 2009 00:00:00 +0000this link to view the full media release, featuring full information, photography and video and relevant links. * AV-id is a registered trademark About Added Value Group Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients' central marketing questions about market, equity, positioning, innovation and communications. Many clients are Fortune 500 companies, such as AT&T, Microsoft, VW Audi Group, HSBC, Allianz, Vodafone, P&G, but they work with start ups and challenger brands too. The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors. Added Value was formed in October 2004 by bringing together three leading agencies from within WPP - the German-based Icon Brand Navigation, the US-based Diagnostic Research and the UK-based Added Value. The acquisition of companies including Oracle Research in China, innovation consultancy Cheskin in the USA, and most recently, Saffron Hill in Singapore and the Philippines, have reinforced the group's expertise, offer and presence in these markets. Added Value serves Poland, Russia and Eastern Europe through a strategic partnership with Stratosfera in Poland and a joint venture with Young&Rubicam in Russia. Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill. Added Value is now one of the largest operations within WPP's Kantar division www.kantar.com, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com . For more information, please contact: Kate Wolters ]]>#en-en//our_news/current_news/news_av-global-marketing-initiatives#en-en//our_news/current_news/news_av-global-marketing-initiativesTue, 29 Sep 2009 00:00:00 +0000d.wong@added-value.au ]]>#en-en//our_news/current_news/news_news-2009-09-15#en-en//our_news/current_news/news_news-2009-09-15Mon, 14 Sep 2009 00:00:00 +0000a.gozdek@added-value.pl ]]>#en-en//our_news/current_news/news_av-stratosfera-02#en-en//our_news/current_news/news_av-stratosfera-02Mon, 27 Jul 2009 00:00:00 +0000 About Saffron Hill Research Saffron Hill Research is a full service market research agency established in 2001 with offices in Singapore and the Philippines. Saffron Hill works for blue chip brands across a wide range of categories, from FMCG, media and telecommunications to pharmaceutical and finance, engaging with every level of their markets' consumers. For further information please visit us at: www.saffron-hill.com About The Added Value Group Added Value offers brand development and marketing insight services to blue-chip companies across all industry sectors. Everything they do starts with insight and ends with action, in pursuit of healthy brand growth for their clients. With a footprint that now extends across 26 locations in 14 countries, drawing on the expertise within its global network, Added Value Group fuses brand marketing, consumer insight, innovation, and communications optimization to help solve clients' marketing problems. Added Value Group is headed by Global CEO Janine Hawkins. Added Value Group is part of Kantar Group, the information, insight and consultancy arm of WPP, the world's leading communications services company. More information is available at: www.added-value.com About Kantar Kantar is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies - including the recently-acquired TNS - the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies. Kantar is a wholly-owned subsidiary of WPP plc. For further information, please visit us at www.kantargrouptns.com About WPP WPP is the world's largest communications services group. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; information, insight and consultancy; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com. For more information contact: Kate.wolters@added-value.co.za ]]>#en-en//our_news/current_news/news_press-release#en-en//our_news/current_news/news_press-releaseThu, 16 Jul 2009 00:00:00 +0000Consumer database management One of the biggest barriers is the establishment of accurate and useful consumer databases. To date, not all existing brand databases (typically members or VIP clubs) have captured mobile phone numbers, while in the mobile market a high percentage of pre-paid users means the personal information is often inaccurate and incorrectly captured. Additionally, there are few database suppliers offering services in this space. Fortunately, this can often be fairly easily overcome by including an incentive to sign up for mobile benefits, like value-added services or special offers, through traditional channels. A considered sign-up process can also give marketers an unparalleled opportunity to understand their mobile users and target future campaigns with more focus and accuracy. Consumer perception There is high resistance to mobile marketing from consumers who are media-weary and consider mobile advertising to be invasive. Similarly, little or no differentiation means messaging is often lost or irrelevant. To overcome this, messages need to be laser accurate and relevant to consumers. Again, customer database management becomes a critical tool. Iconographic, fully branded messages, preferably in MMS or WAP-enabled, also cut through the "spam perception" barrier in a space currently dominated by text-based SMS campaigns. Accessibility Currently, mobile marketing is limited by phone functionality and the broad-based accessibility of high-end, application-rich handsets. Similarly, 3G licensing has been delayed and there has been an uneasy relationship between service providers and carriers. The majority of these issues will be resolved in a matter of time. 3G licenses have been issued, and the service is imminent. Restructuring in the China telecoms industry is likely to see more powerful carriers screening and promoting service providers. Similarly, as more entrepreneurs and young talent are attracted to the booming industry, so more mobile advertising and marketing applications will be developed, providing more opportunities to first-to-market marketers. With this unprecedented growth and changing industry landscape, mobile marketing is predicted to become one of the key advertising channels in China. For more information contact Kate Wolters. ]]>#en-en//our_news/current_news/news_mobile-china-04#en-en//our_news/current_news/news_mobile-china-04Mon, 13 Jul 2009 00:00:00 +0000Kate Wolters . ]]>#en-en//our_news/current_news/news_chinese-youth#en-en//our_news/current_news/news_chinese-youthSun, 12 Jul 2009 00:00:00 +0000kate.wolters@added-value.co.za ]]>#en-en//our_news/current_news/news_leverage-brands#en-en//our_news/current_news/news_leverage-brandsWed, 01 Jul 2009 00:00:00 +0000Kate Wolters ]]>#en-en//our_news/current_news/news_four-generations-china-03#en-en//our_news/current_news/news_four-generations-china-03Fri, 12 Jun 2009 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_brand-values-nostalgia-02#en-en//our_news/current_news/news_brand-values-nostalgia-02Wed, 10 Jun 2009 00:00:00 +0000d.wong@added-value.au ]]>#en-en//our_news/current_news/news_cultural-insight-02#en-en//our_news/current_news/news_cultural-insight-02Tue, 05 May 2009 00:00:00 +0000Marina Cozzika ]]>#en-en//our_news/current_news/news_point-of-view--france#en-en//our_news/current_news/news_point-of-view--franceFri, 01 May 2009 00:00:00 +0000m.cozzika@added-value.fr ]]>#en-en//our_news/current_news/news_edition-4-02#en-en//our_news/current_news/news_edition-4-02Fri, 10 Apr 2009 00:00:00 +0000m.cozzika@added-value.fr ]]>#en-en//our_news/current_news/news_edition-3-02#en-en//our_news/current_news/news_edition-3-02Tue, 10 Mar 2009 00:00:00 +0000Green 2.0: Avoid the greenwash Believable. Credible. Transparent. It's our belief that authenticity needs to be at the very heart of any sustainable brand positioning and be true to its brand DNA. Our summit explored this theory, identified key attitudinal and emotional triggers that can change consumer buying behaviour, and revealed four brand approaches to ensure a brand communicates sustainability while sitting comfortably with its core values. Keynote speaker: Sir Martin Sorrell, WPP. Client speakers from HSBC, Marks & Spencer, E.ON, WWF and Carbon Trust. For a complimentary CD of the event contact brandingforgood@added-value.com ]]>#en-en//our_news/current_news/news_news-2009-03-06#en-en//our_news/current_news/news_news-2009-03-06Fri, 06 Mar 2009 00:00:00 +0000About Paul McGowan Paul joined Added Value in 1989 then a start-up marketing agency with about 10 consultants. He was made board director of the UK business in 1994, joined the Added Value Group board in 1996 and was appointed Group Chairman in 2001. Since 2004, Paul has been CEO of Global Clients for the Added Value Group, concentrating on building international relationships with some of the world's most iconic brands. Paul is recognised as one of the leading marketing thinkers in the luxury market. For more information contact michael@grappa.co.uk / k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_mcgowan-appointed-cmo#en-en//our_news/current_news/news_mcgowan-appointed-cmoWed, 18 Feb 2009 00:00:00 +0000Kate Wolters .]]>#en-en//our_news/current_news/news_budget-blues#en-en//our_news/current_news/news_budget-bluesSun, 01 Feb 2009 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_value-sustainability#en-en//our_news/current_news/news_value-sustainabilitySat, 31 Jan 2009 00:00:00 +0000AVUS-PRESS@added-value.com ]]>#en-en//our_news/current_news/news_thrive-in-crisis-02#en-en//our_news/current_news/news_thrive-in-crisis-02Tue, 27 Jan 2009 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_green-appeal#en-en//our_news/current_news/news_green-appealFri, 12 Dec 2008 00:00:00 +0000s.moreno@added-value.es ]]>#en-en//our_news/current_news/news_focus-groups-to-street-03#en-en//our_news/current_news/news_focus-groups-to-street-03Sun, 16 Nov 2008 00:00:00 +0000Overall Emotional Intensity While everyone has more positive feelings about a scenario in which their candidate wins, Added Value's survey found that those backing Obama are more emotionally invested in the outcome of the election than those supporting McCain, imagining a much brighter outlook for their future should their candidate win. People "definitely planning" on voting for Obama had an average EII score of 66, compared to 62 for McCain. "Neuroscience has found that the higher the intensity of the emotion, the greater the likelihood an individual will seek out the given reward. With that in mind, this survey suggests that Obama enthusiasts are more motivated to get out and actually vote in order to attain their emotional reward, compared to McCain supporters," says Taylor. Generational Differences Young voters (18-34) score 52 on the EII, while 65+ voters score 35, indicating that the emotional consequence of the election is most keenly felt by young people and decreases as voters age. This is not a "generational truism;" Added Value typically sees much smaller generational differences in emotional reactions to brands. People 65+ tend to have a slightly greater emotional connection to given brands, perhaps because they have had more time to form stronger brand loyalties, while younger individuals are more open to exploration. The survey reveals these two groups are motivated by very different feelings, with ACCEPTANCE, ANTICIPATION and FEAR primarily pulling the generations apart. When young voters envision a Republican win, it triggers feelings of FEAR and SADNESS; it appears they are signaling a strong desire to escape. When they imagine Obama as president, they feel a sense of trust and support coupled with ANTICIPATION. He represents destiny, freedom and empowerment. When the oldest group of voters imagines a McCain win, they too experience ANTICIPATION coupled with JOY that creates a deep sense of optimism founded on the ideals of valued possession. Conversely, a Democratic win engenders feelings of ANGER among this age group, as if something they possessed has been wrested from them. "The survey results reveal a clear generational power struggle, with younger voters wanting to find their voice and carve out their own place in history and older voters longing to hold onto a sense of control and order in the world," says Taylor. "It has been said that power is never given away, that it must be taken. This could be a contributing factor in driving young people to the polls." Undecideds The survey finds that if an individual is not emotionally invested in the outcome of the election, he/she is more likely to be an Undecided. Whereas the EII level for Decideds is in the high 60s, it is only 40 for the Undecideds. Some of these Undecideds are taking a keen interest in the election; some are just tuning the whole thing out. Those taking a keen interest tend to experience greater SADNESS (disappointment, pessimism, sluggishness) when thinking about the outcome of the election than those opting out, and a significantly lower level of DISGUST (feeling ashamed, stupid, naughty). "This higher level of sadness among Undecideds who are interested in the election might indicate dissatisfaction with the choice of candidates or a feeling that the outcome of the election won't have any impact on the country's future," suggests Taylor. Men vs. Women A sense of JOY is strongest among men - feelings of fulfillment, control, relaxation and energy - with an EII score of 40 if the Republicans retain the White House. However, women show greater emotional intensity with an EII score of 44 due to a heightened sense of FEAR with McCain in the White House. While women don't think their lives will change much in two years, they anticipate feeling more unsure, awkward, nervous, uncomfortable, tense and scared under a McCain administration. On the other hand, an Obama win triggers feelings of confidence, of being admired and of their lives having greater importance. Impact of VP candidates Among male voters, the emotional voltage attached to the election is the same when considering John McCain vs Barack Obama. However, once the VP candidates enter the equation, emotions significantly intensify for the Democratic duo. Obama and Biden trigger greater levels of ACCEPTANCE (feeling confident, cool, admired, doing something important) than the McCain and Palin team. For more information contact info@added-value.com]]>#en-en//our_news/current_news/news_us-election#en-en//our_news/current_news/news_us-electionTue, 28 Oct 2008 00:00:00 +0000AVUS-PRESS@added-value.com ]]>#en-en//our_news/current_news/news_obama-uncorks-vote#en-en//our_news/current_news/news_obama-uncorks-voteWed, 08 Oct 2008 00:00:00 +0000Kate.wolters@added-value.co.za ]]>#en-en//our_news/current_news/news_consumer-codes-02#en-en//our_news/current_news/news_consumer-codes-02Fri, 12 Sep 2008 00:00:00 +0000kate.wolters@added-value.co.za ]]>#en-en//our_news/current_news/news_generation-y-china-03#en-en//our_news/current_news/news_generation-y-china-03Thu, 11 Sep 2008 00:00:00 +0000www.theannual.co.za or contact Kate Wolters . ]]>#en-en//our_news/current_news/news_breathing-life#en-en//our_news/current_news/news_breathing-lifeWed, 20 Aug 2008 00:00:00 +0000Focus on adding value, not price cutting Purely price driven value is harder to sustain in the long term and sets a precedent for the future. Rather, consider how to add value to the shopper experience. Think big and small; value packs as well as smaller versions of luxuries both help consumers feel like they are tightening their belts without sacrificing their little indulgences. Focus on service and the in-store experience With consumers spending more time in store on more considered shops, there is an opportunity to really deliver brand value through the experience and service. Find ways to make the shopper's experience enjoyable through the brand. South Africans are good at finding humour in adversity, so there might be a gap to lighten up and entertain them. E.g. offer brands the opportunity to provide brand experiences in store, rather than the more standard in-store demos. Story layout can also play a huge role in up-weighting a value message to consumers and in driving cross category promotions. Reward loyalty It might also be a good time to really start rewarding loyalty with some pay back schemes. For example, consumers who have an active store card could get a surprise pay back Bonus. Or consumers could sign up for a "value" membership which helps them stretch and make the best use of their groceries. Stephen Mawby is a senior executive at Glendinning Management Consultants and Eden Lanser is a Brand Director at brand development company, Added Value. For more information contact Kate Wolters, kate.wolters@added-value.co.za ]]>#en-en//our_news/current_news/news_shopper-behaviour#en-en//our_news/current_news/news_shopper-behaviourSun, 17 Aug 2008 00:00:00 +0000Kate Wolters .]]>#en-en//our_news/current_news/news_news-2008-08-11#en-en//our_news/current_news/news_news-2008-08-11Mon, 11 Aug 2008 00:00:00 +0000michael@grappa.co.uk / k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_hawkins-appointed-ceo#en-en//our_news/current_news/news_hawkins-appointed-ceoFri, 25 Jul 2008 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_dearth-of-innovation#en-en//our_news/current_news/news_dearth-of-innovationTue, 08 Jul 2008 00:00:00 +0000marketing@cheskin.com . ]]>#en-en//our_news/current_news/news_aligning-diversity-02#en-en//our_news/current_news/news_aligning-diversity-02Tue, 17 Jun 2008 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_cultural-cool-06#en-en//our_news/current_news/news_cultural-cool-06Mon, 09 Jun 2008 00:00:00 +0000k.taylor@added-value.com ]]>#en-en//our_news/current_news/news_ethical-packaging#en-en//our_news/current_news/news_ethical-packagingThu, 06 Mar 2008 00:00:00 +0000s.moreno@added-value.es ]]>#en-en//our_news/current_news/news_forecast-future#en-en//our_news/current_news/news_forecast-futureFri, 27 Oct 2006 00:00:00 +0000