Dentsu Aegis Network forms Marketing Intelligence Practice

The new entity will align Isobar’s digital creative expertise with Forbes and Copernicus’s market segmentation and consumer insights businesses.

Isobar’s Marketing Intelligence Practice will help clients with big data, social listening, and qualitative and quantitative primary research, as well as neuroscience tools that identify drivers of consumer behaviour.   

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.

Jeff Maling (pictured), co-CEO of Isobar US, said: “We have always had a strong research capability to support our user-centred 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.”

David Forbes, vice-president of Isobar US, said: “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.”