Isobar US Announces New Marketing Intelligence Practice

Isobar, part of Dentsu Aegis Network, announced that leading marketing research companies Copernicus Marketing and Forbes Consulting Group have joined Isobar. All three companies are part of Dentsu Aegis Network. Together they will bolster Isobar’s strategic capability to form Isobar’s Marketing Intelligence Practice.   

The new practice, which will be led by the original founders of the entities, Peter Krieg and David Forbes, bridges the gap between unparalleled consumer insights and experience design. By aligning Isobar’s digital creative strength with the leading market segmentation and consumer insights for which Copernicus and Forbes are renowned, Isobar can further guide its clients through every aspect of digital transformation, from ideation through to implementation. 

In today’s world, large-scale business transformation requires an in-depth understanding of the industry landscape to enable businesses and brands to respond to the changing demands of the digital consumer. Isobar’s marketing intelligence practice leverages the latest resources for consumer insights, including social media, digital, and behavioral data. The best-in-class offering, uses a variety of data, analytic tools, marketing models, and consumer insights to understand and forecast consumer behavior.  The offering will continue to build on David Forbes’ proprietary, award-winning suite of emotion science tools to help clients understand the subconscious drivers of consumer purchase, in addition to the emotional bonds that connect consumers to brands over the long term. 

Original founders Peter Krieg and David Forbes will continue to lead the practice as vice presidents, reporting to Isobar co-CEOs Geoff Cubitt and Jeff Maling. The practice will retain its status as a leading independent marketing research consultancy for clients such as Avon, CVS, PepsiCo, Pfizer, Procter and Gamble, and Welch’s. The new practice will also expand the research capabilities available to Isobar clients. 

Jeff Maling, co-CEO of Isobar US, said: “We have always had a strong research capability to support our user-centered design practice, but we are increasingly asked to create new products, new lines of business, and even new businesses. Adding the ability to do market-leading segmentation, choice analysis, and brand positioning will significantly increase our ability to guide clients undertaking digital transformations.”

Peter Krieg, vice president of Isobar US, said: “Today, we are able to integrate in-depth surveys with a variety of behavioral and marketing databases, providing both a 360° understanding of consumers and the ability to implement highly targeted, if not personalized, products and marketing programs.  Being part of Isobar further enhances our ability to translate that insight into extremely creative, technology-enabled strategies and solutions.”

David Forbes, vice president of Isobar US, said: “We have long understood that subconscious emotions play a major role in explaining consumer behavior. Bringing together the power of emotional insights from Forbes’ proprietary MindSight® tool, the segmentation and forecasting abilities of Copernicus, and the customer experience expertise of Isobar uniquely positions us to bring transformational business solutions to our clients.”