Mintel Research – ‘Secret Source’ Campaign
Mintel is the expert in what consumers want and why and has been providing insight, intelligence and recommendations to marketers, innovators and business leaders for nearly fifty years.
Our brief was to develop a strategic marketing plan to assist its sales function with on-boarding UK marketing agencies, by developing a closer understanding of the marketplace to create messaging that resonates well with key stakeholders within micro, small and medium-sized marketing agencies.
The challenge was to cut through the noise, and to explain why Mintel is the consumer behaviour and market intelligence partner of choice for forward-thinking UK advertising and marketing agencies who deliver strategic consultancy, creative concepts and client servicing. We held a series of workshops and one-to-one interviews with the internal project team, as well as a combination of market and competitor research of our own.
Our strategic brand work led us to create the strapline ‘Your Secret Source’ as a play on words that would engage the agency audience and suggest they could be missing out on key support and insights for their clients without adopting Mintel as their data and research partner. This phrase originated in the fast food and condiments industry but is now used to describe anything that is fundamental to success. We knew that agency people tend to live in a world of fear – is their strategy any good? Will the client like their creative concepts? Are they about to lose the client for some reason or another? Anything that plays into overcoming these fears will be of great interest.
We created a campaign that would meet the audience where they were; images of typical agency employees alongsode their quotes that voiced their concerns. A warm golden light shines on them, representing Mintel, casting a shadow, but with a twist, the shadow features a cloak, turning them into a Super Hero.
As part of our deliverables, we also created a 50 Years badge and identities for a new Bronze, Silver and Gold subscription package. In association with Abacus Marketing.
“We employed a very branded look that would speak to adland in terms they understood.”
