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TBWA\Asia rolls out data and consumer insight arm Disruption Consulting

TBWAAsia has launched Disruption Consulting, which leverages TBWA’s proprietary Disruption methodology to solve commercial problems and drive growth.

The new consulting model will be driven by data and consumer insight, while utilising TBWA’s proprietary cultural analytics techniques to identify emerging behaviours and trends impacting clients’ businesses. Andrew Harrison will lead the new specialist consultancy unit along with Robin Nayak who adds Disruption Consulting to his existing responsibilities as chief strategy officer, TBWASoutheast Asia. Harrison joins the Collective with extensive CMO experience having worked with P&G, Coca-Cola and Nestlé, as well as more recent roles as COO in Asia for Brand Union and principal consultant at Ogilvy RED.

The launch of Disruption Consulting follows a series of significant strategy hires brought into the company this year, including; Lar Bjorge as head of customer acquisition, Oli Kunze, chief data officer and Steve Walls, regional disruption master.

“TBWA has a successful history of helping brands find new market space in terms of product extensions, experience and brand architecture, so it was only natural we bring even more focus and weight to this increasingly valued capability. We’ve also added world class data analytics, media planning and commerce skills to ensure we are leading the way in a time when brands are built from an amalgamation of customer experiences,” said Ian Pearman, president of TBWAAsia.

“We already have significant consulting businesses, which have grown organically in our offices in India, Korea and Thailand with more than 30 key clients already using those services, so it makes sense to extend our consulting capability across the whole region,”added Pearman.

This official launch of Disruption Consultancy will see the new service open to clients in Singapore and Japan. It will roll out to other TBWA markets over the course of this year.

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