London B2B Marketing Firm alan. Launches Research Unit

In London, B2B marketing specialist alan. has announced the launch of a research division called Integrated Intelligence, which it says aims 'to fundamentally change how B2B marketers understand their industries'. Josh Cohen and Emilie Pirson will lead the new unit.

The alan. agency promises 'provocative' strategic creative marketing solutions for B2B clients including GfK, tapping its founders' heritage in journalism and a 'research first' approach. The firm has offices in the UAE and Singapore employing more than 100 B2B specialists, and is part of the Raconteur Group. A Seattle, US office is said to be 'coming soon'.

Integrated Intelligence will focus on three areas: market analysis - to understand the business landscape including threats, opportunities and marketplace needs; profiling and targeting - using understanding of customers' needs and priorities to segment audiences for more effective messaging strategies and tighter targeting pools; and brand measurement, to track campaigns, and understand perception of brands as well as threats and opportunities.

Cohen (pictured, below) and Pirson (above) are both appointed as Research and Intelligence Managers. Cohen says the firm wants to 'drag B2B into the world of modern marketing', and comments: 'We believe that much of the research we're offering our clients is barely existent in the B2B world, meaning many B2B brands are walking into their business decisions with half the map - blind to risk, nuance and opportunity. We now have the tools to help them better understand their worlds and be more provocative in their marketing approach'.

alan.'s MD Michael Richards says the new division continues the company's drive to 'shake up the world of B2B' and will 'give B2B the credit it deserves'. He adds: 'We have successfully proven our research-first approach on clients including Google, AWS, Schroders and Investec and now it's time to be able to unleash this game-changing offering to the wider B2B world'.

Web site: www.alan-agency.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.