Press releases


Amsterdam, The Netherlands / 28 May 2015

Insights2020 Launches – Leadership Initiative to Help Business Leaders Decode How Insights and Analytics Drive Change and Growth

ESOMAR is delighted to confirm its partnership with Millward Brown Vermeer, The Advertising Research Foundation (ARF), Kantar, and Korn Ferry today in the Insights2020 initiative– Driving Customer-Centric Growth,

This will be a global marketing leadership initiative focused on aligning insights and analytics strategy, structure and capability to drive business growth. The initiative’s founding partners will collaborate with the Insights2020 advisory board, chaired by Keith Weed, Chief Marketing and Communications Officer, Unilever.  The other board members will include Diego Scotti, CMO, Verizon; Rob Norman, Chief Digital Officer, GroupM; Harish Bhat, Group Executive Council, TATA; Julian Prynn, Marketing Director, BAT; Professor Jerry Wind of The Wharton School; Barbara Lamprecht, Brand and Marketing Strategy, Volkswagen; Tony Fagan, VP Research, Google; Gayle Fuguitt, CEO and President, ARF; and Sir Martin Sorrell, CEO of WPP, Kantar’s and Millward Brown’s parent company.

The Insights2020 study will develop the strategic framework, practical guidelines and case studies to help marketing and insights and analytics leaders:

  • define the role of insights and analytics in driving business strategy and growth;
  • build and organize the function – in terms of structure and processes – for success; and
  • emulate the leadership competencies and behaviors of over-performing organizations.


Insights2020 builds on Marketing2020 which is the largest study of its kind, helping global CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in the July-August 2014 Harvard Business Review.

The Inaugural Insights2020 findings will be presented at the ESOMAR Congress in Dublin, in September 2015.

“As businesses leaders face unprecedented complexity and disruption, they need to align research, analytics and brand knowledge to support planning, decision making and business growth,”  said Frank van den Driest, Chief Commercial Officer, Millward Brown Vermeer and Insights2020 global program leader. “Through in-depth discussions with marketing and insights leaders, complemented by case studies and quantitative findings, we’ll uncover how over-performing organizations are approaching insights and analytics differently, and offer leaders a framework for success.”

Laurent Flores, President of ESOMAR, added: ‘We are delighted to be a founding partner of this initiative as this study will provide breakthrough and leading-edge thinking of where and how research – the backbone of any effective insight - can best be generated and applied in todays fast-paced and increasingly demanding commercial world.”

“As brands have nearly unlimited opportunities to connect with ‘always-on’ people, the stakes for insights and analytics have never been higher,” said Weed. “In Marketing2020 we showed how successful companies are driving business growth through big insights, purposeful positioning and total experience. With Insights2020, we’re excited to go even further and specifically explore the role, structure and capabilities of successful insights and analytics organizations in today’s evolving market.”

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