Vicky Allard


AMV Launches Consulting Arm

2016 brings another wave of provocative trends which threaten to disrupt traditional marketing models. From Gen Z, Augmented Reality and moment marketing to data driven creativity, ad blocking, and video–driven ecommerce, the volume of new opportunities and threats for marketers is ever increasing. But how do these new challenges fit alongside tried and trusted formulae for building brands, creating great campaigns, and driving sales through mature channels? What should marketing directors hold on to, when should they throw things out, and how do they knit everything together?

To help brand-owners navigate these challenges AMV BBDO has set up AMV Consulting. The unit helps clients approach marketing issues through the lens of customer experience and marketing innovation, looking beyond the hype and using an evidence-based approach. The consulting team uses a set of proprietary tools to design robust marketing architectures which connect new channels and challenges to mainstream marketing. AMV Consulting will focus on 3 key areas: • Developing integrated marketing architectures that bind digital, mobile, social and data into core comms programmes • Connecting marketing communications and services across channels to create better, more joined up customer experiences • Working with client marketing teams to deliver brand promises more effectively by aligning their structures with the new marketing challenges, and improving collaboration with other departments The consulting team has been built over the course of 2015 and is now 10 strong. This group works closely with existing account teams, strategists and creatives on interventions that go beyond comms. The team has already completed a number of client projects for Sainsbury’s, Smart Energy GB, Guinness, and Department for Transport. AMV BBDO CEO Ian Pearman commented: ‘As marketing becomes ever more complex, the need to formalise our high-end strategic capability has become obvious. Whilst the main agency focuses on creating great ideas with the power to flow anywhere, AMV Consulting helps our clients ensure they have the right marketing plumbing in place – from customer experience frameworks to their organizational structures.’ Andrew Pinkess, Director of Consulting and Business Innovation at AMV BBDO, who heads up the new unit, added: ‘Many marketing departments are still getting to grips with the impact of digital transformation. AMV’s experience working with major brands on delivering integrated marketing programmes has allowed us to create a unique set of tools that enable our clients to innovate with greater confidence, deliver better experiences for customers, and demonstrate the value of their investments.’