enFri, 03 Sep 2010 13:23:12 +01001. Hangover The sheer financial and psychological impact of the worst recession since the 1930s was bound to make most consumers batten down the hatches: Datamonitor has identified cocooning responses such as Streamlining and Risk-Aversion. Perhaps most important for marketers is the re-definition of Value in consumers' minds: as this year's BrandZ shows, even in recession price is just one element in the value equation. At Added Value, we believe there are 3 ways to address this: building a value ethos, value propositions and value communication. Read More: Recovery from Recession - Ten Trends from 2010 Read more: Top 100 Most Valuable Global Brands 2010 Read more: How to Communicate Value without Destroying your Brand 2. Backlash. The polar opposite of Hangover, Backlash characterises a consumer response that has acted as a driver of consumer spending. Despite initial fears, there are many consumers who feel they've come through relatively unscathed - while many people just need a break from the 3-year freeze. Luxury is seen by some as their right, even if they've had to cut back; and experiential retail has ridden on a huge wave of consumer desire for authentic, real-world diversion. Read more: Luxury or Necessity? Read more: Champagne Corks Popping Again in Luxury Business Read more: Apple Tops Another Customer Satisfaction Survey Read more: The Elements of a Great Shopping Experience 3. Consumer Power We talked a while ago about Yochai Benkler's theory that for the first time since the Industrial Revolution the most important means of value creation - digital technology - are in the hands of the people. (Watch his TED talk on Open Source Economics) Examples of this now abound: from the exponential growth in e-tailing and retail tools & apps through 'hacked' brands such as IKEA to the increasing evidence of the correlation between social media engagement and corporate financial performance. Read more: Romancing the Flat Pack : Ikea, repurposed Read more: Mobile Phones Become Essential Tool for Holiday Shopping Read more: Ranking the Top 100 Global Brands Read more: How can Social Media Sell Coffee 4. New Conscience Sustainability and responsibility have been on everyone's radar for some time now, but the crisis has given them fresh impetus. The 'Green economy' has been outperforming the economy as a whole, and what used to be just Geek is now also Chic. Research from Added Value's Sustainable Innovation practice suggests that this is leading to the addition of a new dimension in consumers' perceptions of what constitutes Value. Read more: Consumers Still Willing to Pay More for Green Products Read more: Electric Vehicle Consumer Survey 5. Boomer Opportunities Finally, where can you look for consumers who still have money? There are worse places than the Baby Boomer generation: in the US, they account for nearly 30% of the population, 55% of CPG sales ($230 billion) and an overall annual spending power estimated at $2 trillion. Read more: Baby Boomers Buying Power, a Force to Reckon With If you'd like to discuss how Added Value can help you respond to consumer change in a post-crisis world, we'd be delighted to hear from you. Written by Jonathan Hall CEO, Added Value France To sign up to the Innovation Inspiration Monthly Newsletter, click here , or contact Marina Cozzika ]]>#en-en//our_news/current_news/news_news-2010-08-30#en-en//our_news/current_news/news_news-2010-08-30Mon, 30 Aug 2010 00:00:00 +0100Fresh Perspectives newsletter on Youth Culture and find out why. To sign up to these and other newsletters, click here. ]]>#en-en//our_news/current_news/news_news-2010-08-25#en-en//our_news/current_news/news_news-2010-08-25Wed, 25 Aug 2010 00:00:00 +0100About Mark Whiting From October 4th 2010, Mark will join the brand development and marketing insight consultancy Added Value France, as a Director. He moved to Paris to join Hennessy in 2001 as Consumer Research Manager, before assuming the role of Director of Marketing Intelligence at Moët Hennessy in 2004. During the last 15 years he has worked for three of the leading global market research agencies - Gallup Poll, Research International and TNS Sofres - specialising in international consumer research, as well as in the research department of the Financial Times. Mark Whiting began his career in marketing intelligence with the British opinion polling specialist, MORI. About ESOMAR ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With more than 4,600 members in over 100 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications as well as actively advocating self-regulation and the worldwide code of practice. For more information, please contact Marina Cozzika ]]>#en-en//our_news/current_news/news_news-2010-08-23#en-en//our_news/current_news/news_news-2010-08-23Mon, 23 Aug 2010 00:00:00 +0100Read the full article here. ]]>#en-en//our_news/current_news/news_news-2010-08-06#en-en//our_news/current_news/news_news-2010-08-06Fri, 06 Aug 2010 00:00:00 +0100View a short video introducing Connectonomics here. Qualitative and online quantitative interviews were conducted with more than 3000 women across the country to understand their most prevalent core needs and which online channels, from social media to blogs to special interest sites, best fulfill those needs. Yahoo! presented key insights from the study to a select audience of marketing executives on July 28th in Chicago. The live event included a panel of content and marketing experts including Erik Logan, president of Harpo Studios; Phillippe Schaillee, CMO of Sara Lee; Kim Moldofsky, a blogger and founder of MomImpact; and Danielle Wiley, senior VP of consumer brands at Edelman Digital Chicago. Visit the Yahoo! blog for more about the event. The study is specifically useful to advertisers who are looking for the most effective means to maximize their engagement with women online. Marketers can now use these insights to optimize their approach to media mix planning. Key insights * Need States - the common ground: Despite demographic differences, women share the same core needs which revolve around personal growth and a shared interdependence on others. Companies may be better served by understanding women's core "needs" or what drives and motivates them rather than subscribing to existing stereotypes about Xers vs. Millenials, moms vs. non moms, stay-at-home moms vs. working moms etc. Understanding women's need states allows marketers to have more relevant conversations with them. * Different strokes for different channels, not just different folks: Various online channels cater to different need states. Women receive, share and are receptive to information in varying degrees on each of these channels. Understanding this is key to media and marketing effectiveness. * Power of Anonymity: The study found that the anonymity that content channels offer can lead to deeper emotional connections for women. Women said these sites offer users access to like-minded women and solutions to problems without the risk of being judged by people they know in real life. * Social media is not a silver bullet: Also surprising is the insight that social media is less relevant in the context of shopping, brands and purchase decisions. Content channels such as lifestyle and special interest sites offer 3x the impact on purchase decisions compared to other online channels, creating much better opportunities for advertisers to build relationships. Marketing messages resonate more with women when presented in the context of content channels as opposed to social media sites. "Women aren't as complex as they are misunderstood. Since they hold tremendous clout in terms of consumer spend and decision-making, it's critical to understand the best ways to connect with them," explains Nima Srinivasan, Vice President, Added Value. "Connectonomics weaves learning from various disciplines like sociology, psychology, consumer behavior & social media usage to arrive at more accurate insights. Rather than subscribe to widely held stereotypes about gender or media use, this study tries to answer very basic, critical questions like "What do women really want in 2010?" and "Where should marketers be to connect with them?"" "Connectonomics builds on our goal to help marketers and brands better speak with women," says Radha Subramanyam, Yahoo! VP and Head of Corporate and Media Research. "Understanding the basic needs of why women leverage online communication channels leads to more powerful and nuanced connections. The end game is about portfolio management, knowing what women are using each channel for, and how to activate each through integrated marketing." Additional information about the study is also available from Yahoo! on their Advertising Blog . For more about the study, contact Nima Srinivasan at Added Value, +1 323-436-6619 or nima.srinivasan@added-value.com 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. About Yahoo! Yahoo! attracts hundreds of millions of users every month through its innovative technology and engaging content and services, making it one of the most visited Internet destinations and a world-class online media company. Yahoo!'s vision is to be the center of people's online lives by delivering personally relevant, meaningful Internet experiences. Yahoo! is headquartered in Sunnyvale, California. For more information, visit pressroom.yahoo.com or the company's blog, Yodel Anecdotal (yodel.yahoo.com). Yahoo! is the trademark and/or registered trademark of Yahoo! Inc. For more, including a video and slideshare presentation, click here.]]>#en-en//our_news/current_news/news_yahoo-and-connectonomics#en-en//our_news/current_news/news_yahoo-and-connectonomicsThu, 05 Aug 2010 00:00:00 +0100Marketing Week's article. For more information contact Kate McDougle , Added Value UK Download PDF ]]>#en-en//our_news/current_news/news_high-class-brands#en-en//our_news/current_news/news_high-class-brandsThu, 29 Jul 2010 00:00:00 +0100Marketing Week unveils the top 50 British brands, they ask us what we think about Vodafone being at the top. For more information contact Kate McDougle , Added Value UK Download PDF ]]>#en-en//our_news/current_news/news_news-2010-08-31#en-en//our_news/current_news/news_news-2010-08-31Thu, 29 Jul 2010 00:00:00 +0100Jonathan Hall CEO, Added Value France To subscibe to this newsletter click here . ]]>#en-en//our_news/current_news/news_news-2010-07-27#en-en//our_news/current_news/news_news-2010-07-27Tue, 27 Jul 2010 00:00:00 +0100click here. ]]>#en-en//our_news/current_news/news_netnography#en-en//our_news/current_news/news_netnographyTue, 13 Jul 2010 00:00:00 +0100Marketing asks the question, why have Unilever reverted control of its 'local jewels' to their countries of origin? For more information contact Kate McDougle , Added Value UK. Download PDF ]]>#en-en//our_news/current_news/news_news-2010-07-07#en-en//our_news/current_news/news_news-2010-07-07Wed, 07 Jul 2010 00:00:00 +0100Sainsbury's CEO Justin King and a panel of experts, including chef Jamie Oliver and Tim Loughton, Parliamentary Under Secretary of State for Children and Families. The research shows that as a nation we are on a culinary journey with 68% of people saying they enjoy cooking. But how people define "cooking" can be very different; homemade from scratch, part homemade using a cooking sauce, assembled and warming up convenience foods. Further delving shows that only 11% actually cook entirely from scratch. However, the study highlights a number of reasons why some families are not placing the same degree of importance on cooking, from scratch and using fresh ingredients. These barriers include a lack of interest in food, lack of awareness or concern towards nutrition, a lack of confidence or enjoyment of cooking, fussy kids who prefer prepared food, a perception that cooking from scratch is more expensive and a reluctance to change routines that work. Kids cooking - at home 22% of households claim they never or rarely cook with their kids/parents. (18% of parents and 37% of kids claim this). This suggests that kids have broader perception of what 'cooking' means to them and include assembly rather than pure cooking from scratch with fresh ingredients. Given the dramatic rise in convenient foods such as cooking sauces, this isn't really surprising. Whilst parent's own attitudes to food and cooking undoubtedly plays a large role, the study has identified a set of common barriers for cooking together regardless of how personally engaged parents are with food. The major barrier is time (too many other activities) but also the 'faff factor' - cooking together requires patience, creates mess, chaos in the kitchen and often results in arguments. Other factors include safety concerns, lacking ideas/know how, concern that food will be wasted or that kids are not perceived as interested. Today cooking together is the domain of special activities versus frequent behaviour. However, kids have a desire to better their cooking skills in the future. 75% would like to be able to cook a meal for their family, 78% think it's important that they learn how to cook meals and 83% would like to improve their cooking skills. This is supported by parents: 90 % of parents with 5-16 year old children think it's important that children learn how to cook food/meals. Kids cooking - at school The study underlines perceptions that when kids do have positive cooking experiences at school that this converts into behaviour at home. 62 % of children and 46% of parents say "I have/my child has cooked the same thing at home after a lesson." The research supports findings of the Licence to Cook report* that when practical, interactive and hands-on lessons are thoroughly enjoyed, there is an appetite to learn to cook when given a chance. However, approximately half of the children in the study only cook a maximum of twice a year at school. Changing behaviours The research provides a basis for Sainsbury's to help parents and children bond over food. This is particularly relevant for younger children: having fun, being creative, providing a tangible understanding of nutritious meals, pleasure and sense of achievement gained from a tangible and practical result. This can provide long term benefits: helping teens take a step on the journey to independence and adulthood. In addition, there is a clear opportunity to build food confidence by encouraging creativity versus the 'right' outcome. The research indicates that cooking is most successful when it is built on a foundation of fun. That means households need to be realistic about the frequency that cooking together is likely to happen. These occasions are most likely to be weekends/ holidays for low pressure environments. Generating kids buy-in (or at the very least responding effectively to pester power) at home is key. Households need to think foremost about what children want to cook - and have access to recipes that are easy to follow, featuring mainstream ingredients, which require minimal weighing and measuring. Importantly, preparing a meal should not take too long. Says Jo Faithorn at Added Value: "Despite all the noise around healthy food and the importance of kids' nutrition, for many households it just isn't on the radar. Giving kids the confidence and tools to cook is a step towards healthier homes." ENDS Methodology: • Quantitative research: 15 minute online interview. Total sample, n=524, comprising: children aged 12-16 years (n=171); parents with children aged 5 - 11 years (n=178); parents with children aged 12-16 years (n=175). Nationally representative. • Qualitative research: 3 hour ethnographic style in home interviews with six families at meal time. Sample: children aged 5-16 years; families who rarely cook together; mix of SEGs. About 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 22 locations in 14 countries, drawing on the expertise within its global network, Added Value Group fuses brand marketing, consumer insight, innovation, and communications optimisation to help solve clients' marketing problems. Added Value Group is part of Kantar Group, the information, insight and consultancy arm of WPP, a world leader in communications services. More information is available at: www.added-value.com. ]]>#en-en//our_news/current_news/news_added-value-press-release-sainsburys#en-en//our_news/current_news/news_added-value-press-release-sainsburysFri, 25 Jun 2010 00:00:00 +0100click here . Or click here to sign up for the Innovation Monthly Newsletter.]]>#en-en//our_news/current_news/news_innovation-inspiration-brazil#en-en//our_news/current_news/news_innovation-inspiration-brazilThu, 24 Jun 2010 00:00:00 +0100Cheskin Added Value, will be moderating discussions with renowned design leaders at the Design Management Institute's Re-Thinking conference , held June 16-17 in San Francisco. A fantastic group of world-class speakers will share provocative points-of-view and revitalizing tools to challenge, innovate and re-design the future of business strategy. Darrel and Roger Martin, dean of the Rotman School of Management will co-chair the conference, hosted by Thomas Lockwood, president of the DMI. Participants will be able to join valuable discussions with an international crew of thinkers and doers like Coca-Cola design VP David Butler, Businessweek innovation editor Bruce Nussbaum, Politecnico di Milano's innovation management professor Roberto Verganti, Apple University dean Joel Podolney, Four Seasons Hotels CEO Katie Taylor, GE Healthcare global design GM Bob Schwartz, Seoul Korea's chief design officer Kyung-Won Chung and many others. As you know, we are passionate in our belief that design thinking has the potential to change business strategy as we know it. We hope you can be part of the conversation. To find out more about the DMI conference, click here.]]>#en-en//our_news/current_news/news_design-management-institute-conference#en-en//our_news/current_news/news_design-management-institute-conferenceTue, 15 Jun 2010 00:00:00 +0100Ad Age China . As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way. Compared to previous World Cups, the usual hype and excitement here is relatively subdued. Local media content is dominated by coverage of 2010 World Expo in Shanghai, where coverage of country and corporate pavilions and cross-culturalism are on high rotation. For the full article, click here .]]>#en-en//our_news/current_news/news_news-2010-06-15#en-en//our_news/current_news/news_news-2010-06-15Tue, 15 Jun 2010 00:00:00 +0100click here. For more Branding for Good News, sign up to our newsletter here. ]]>#en-en//our_news/current_news/news_news-2010-06-11#en-en//our_news/current_news/news_news-2010-06-11Fri, 11 Jun 2010 00:00:00 +0100click here . For more Branding for Good News, s ign up to our newsletter here .]]>#en-en//our_news/current_news/news_mike-schalit#en-en//our_news/current_news/news_mike-schalitFri, 11 Jun 2010 00:00:00 +0100The Added Value "Cultural & Trends" Offer We believe brands that remain culturally relevant have the best chance of becoming an icon and withstanding the test of time. Although brands can't control culture, they can anticipate and shape it, rather than react to it. At Added Value, we use a rich combination of semiotics, trends and ethnography to inform many of our brand strategy and innovation projects. Marcus Alfonsetti Marcus Alfonsetti joined Added Value as a cultural insight specialist in 2006, using semiotics and trend-based analysis to steer brand strategy and innovation. He has worked on a range of food, fashion, home and lifestyle clients including Levi's, Moët Hennessy, SAB Miller and Vodafone. Marcus has also played a key role in developing Added Value's semiotic offering around decoding design and is concurrently undertaking a PhD at the University of the Arts, London. Prior to that, he worked on integrating cultural and emotion-based insight platforms for the CRAM Group and Saatchi & Saatchi, and has undertaken stints in media consulting and client-side marketing. Marcus will remain in the French office for the next six months before joining the New-York office. For more information, please contact Marina Cozzika ]]>#en-en//our_news/current_news/news_news-2010-06-08#en-en//our_news/current_news/news_news-2010-06-08Tue, 08 Jun 2010 00:00:00 +0100View the interview on YouTube here. Archetype theory says that all characters can be understood relative to a universal system of 12 personality types. For centuries archetypes have been used by writers, philosophers and psychologists to make sense of the variations in human personality traits. Carl Jung was among the first modern psychologists to apply archetype theory. Inspired by his work, we have created a simple, culturally consistent tool called CharacterLab, to classify these personality types and apply them to uncovering any brand's positioning and character. As it is rare that people's personalities are pure expressions of a single archetype, our model employs a secondary archetype to give depth and distinction to a brand's personality. A 'Ruler Explorer' for example, would be a different type of leader than a 'Ruler Outlaw'. CharacterLab delivers three distinct solutions: * it reveals what your archetype foundation actually is, its relative strength/consistency, and how distinct it is from your competition. * It enables you to create new or alternative archetype directions for your brand * And it allows you to test creative development and communication, before activation, to determine if it's on archetype or not. Added Value has used archetypal theory to guide the development of global brands for Nestle, SABMiller and Vodafone. In 2008 we won a coveted WPP WPPED Cream award for the development of the tool, which was originally called the archetype game. For more, visit www.characterlab.com ]]>#en-en//our_news/current_news/news_news-2010-06-03#en-en//our_news/current_news/news_news-2010-06-03Thu, 03 Jun 2010 00:00:00 +0100click here . Or click here to sign up for the Innovation Monthly Newsletter.]]>#en-en//our_news/current_news/news_news-2010-05-27#en-en//our_news/current_news/news_news-2010-05-27Thu, 27 May 2010 00:00:00 +0100Pressitt.com . 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_news-2010-05-25#en-en//our_news/current_news/news_news-2010-05-25Tue, 25 May 2010 00:00:00 +0100Marketing Week covers the 2010 UK Elections in a special edition. In this article, Added Value uses archetype theory and their proprietary CharacterLab tool to compare the personalities of the political brand leaders and how they are communicating. But what does the UK public think? To find out, Added Value will ask 1500 people across the UK for their view. Results will be announced on 28th April 2010. For more information contact Kate McDougle , Added Value UK. ]]>#en-en//our_news/current_news/news_news-2010-04-08#en-en//our_news/current_news/news_news-2010-04-08Thu, 08 Apr 2010 00:00:00 +0100 About Dave Blackshaw: Dave joined Added Value's South African business in July 2001. There he worked with clients like Standard Bank and Old Mutual on internal alignment and culture change projects, as well as helping to run the local business. In 2008 he relocated to Hong Kong in an Asia Africa role, helping to develop talent for the region. Dave will continue to mentor Added Value's offices in Singapore, India and the Philippines. Dave started his career at Unilever, where he worked in HR. He was then with Accenture, focusing on Change Management, eCommerce and CRM. About 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 22 locations in 14 countries, drawing on the expertise within its global network, Added Value Group fuses brand marketing, consumer insight, innovation, and communications optimisation to help solve clients' marketing problems. Added Value Group is part of Kantar Group, the information, insight and consultancy arm of WPP, a world leader in communications services.]]>#en-en//our_news/current_news/news_chief-talent-officer#en-en//our_news/current_news/news_chief-talent-officerWed, 24 Mar 2010 00:00:00 +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 +0100d.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 +0100a.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 +0100 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 +0100Consumer 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 +0100Kate 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 +0100kate.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 +0100Kate 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 +0100k.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 +0100d.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 +0100Marina 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 +0100m.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 +0100m.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 +0100Kate.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 +0100kate.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 +0100www.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 +0100Focus 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 +0100Kate 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 +0100michael@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 +0100k.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 +0100marketing@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 +0100k.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 +0100k.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 +0100