The consultancy will focus on ’brand acceleration’ and has been set up by Mary Say, Tom Lovett and Chris Molloy, previously managing partner, commercial director and head of insight respectively at 1HQ.
The thinking behind the positioning is that steady incremental growth is no longer enough and that, whether targeting new consumers, entering a new consumer category or preparing for sale, acceleration is needed for brands to achieve the results they need.
Say comments “We’ll be working with brands looking to actively accelerate beyond incremental growth, looking for a step change. Our aim is to find the potential to drive those brands forward, fast. Every brand has hidden potential and we want to uncover that and make it work for them.”
Lovett adds “Whether small and privately-owned or large multinationals, accelerator brands share some common characteristics: they’re in a hurry. They need to make their mark in the category. They need to be single-minded, they need to deliver breakthrough innovation or thinking, and they need to do it without too much introspection.”
Members of the team have previously worked with clients, such as Mercedes Benz, O2, ABF, Mars, Diageo, Kellogg’s, Coca Cola, Virgin Media, Kraft and Whitbread.
The consultancy will be able to offer quantative and qualitative research, ethnography, semiotics, positioning, innovation, engagement and a large slice of creativity.
Say was previously managing partner at 1HQ’s Distillery managing both the clients and team. She also ran the planning team at Maritz, focusing on large-scale brand engagement projects.
Molloy has 20 years research experience which includes Banner, Prescient and Hauck International while Lovett has 25 years experience working with clients and agency partners and was a founder and commercial director of 1HQ.
Prior to that he was commercial director of Holmes and Marchant, part of Huntsworth PLC.