TBWAIndonesia has launched a new specialist unit named Disruption Consulting. The agency’s head of strategic planning Henry Manampiring has been appointed to head the new offering.
Manampiring has over 20 years’ experience in market research and advertising, having worked at companies including Ogilvy, Facebook, Leo Burnett, Millward-Brown, Edelman, JWT, Lowe, and Coca Cola. As a specialist in consumer insights, Manampiring has developed brand communication strategies for clients across a range of industries including FMCG, technology, telco and banking. He has also conducted numerous studies on advertising effectiveness, product concept and development, and consumer segmentation.
TBWAIndonesia CEO Soum Banerjee said that the agency’s emphasis on data and consumer insights had enabled it to move further upstream to solve business problems.
Disruption Consulting will be leveraging TBWAIndonesia’s “disruption” methodology, which Manampiring described in the press release as a house of processes and skillsets that are designed to accelerate businesses past market challenges. However, Manampiring said that the use of consumer insights should not be limited to brand marketing as it can provide opportunities to innovate in range of business functions, from product development to customer experience and activation.
Manampiring said, “Both established brands and start-ups alike, are these days facing myriad challenges – from being stranded by newer avenues of growth, to getting stuck in a chasm, or even being held back with consumer acquisition having overexposed the brand without a strong conviction.”
“I’m excited to utilise TBWA’s unique methodology to uncover emerging behaviours and formulate ideas that drive business growth for both large corporations and burgeoning startups,” he added.