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Transatlantic Link for Brand and Comms Researchers
New York-headquartered MSW - previously McCollum Spielman Worldwide - has partnered with UK-based Insight Engineers to introduce its brand and communications research approaches across Europe.
To support the initiative, Insight Engineers has hired former JD Power/Market Probe Research Director Caspar Tearle, and former Leapfrog Research/Ipsos Research Director Caroline Sharp to head the new division, 'MSW/ insight engineers Communications Research Solutions'.
Founded in 1968, MSW offers a full range of brand building research from strategy identification and communications research, through to advertising and brand health tracking, market and media modelling and ROI accountability.
Buckingham-based Insight Engineers specialises in brand and communications research using tools such as its TouchPoint online system, which it uses to assess, diagnose and improve copy effectiveness.
'Most clients are asking for grounded insights on how to engage consumers and how to make communications pay in changing times,' stated MSW CEO Peter Klien. 'It is very exciting for us and our clients that Insight Engineers now has a proven set of approaches and benchmark metrics, available for use in Europe.'
Web sites: www.mswresearch.com and www.insight-engineers.com .
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