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Bridging the Impact Gap with the Agency-Brand Partnership with Nick Graham
Description
When insights partnerships fall short, what can be done? Join Nick Graham, Founder of Vertemis and former global insights leader at Mondelez and PepsiCo, as he discusses the challenges and solutions in the world of market research and insights partnerships. In this episode of MRII’s Insights and Innovators podcast, Nick reveals where the disconnect happens between agencies and clients, shares real-life examples, and offers a strategic approach to evolving the industry. Learn what both sides need to do differently to drive impactful business growth and how to better leverage technology in research.
00:00 Introduction and Welcome
00:54 Meet Nick Graham: Insights Leader
01:29 Challenges in Insights Partnerships
02:11 Nick's Perspective on Insights Impact
05:29 Real-Life Examples of Insights Failures
09:48 Redesigning Brand-Agency Relationships
14:57 Client-Side Responsibilities
19:39 From Insights to Strategy
26:07 Advice for Future Insights Leaders
31:40 Conclusion and Farewell
Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network
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