The panel includes members from 35 countries and will be used for multi-market positioning, behavioural change projects and co-creation, to support the company’s creative process, including strategy, creative development and measurement.

TBWA\Dublin uses principles of design thinking in its work with panellists.

Mandy Leontakianakis, chief strategy officer at TBWA\Dublin, said: “100Voices is a potent tool for positioning, allowing us to test competitor work for a realistic sense of distinct spaces, consumer sentiment beyond the focus group and its confirmation bias, and our own work in a fast and scalable manner.”