New Division Adds Insight for Texas Ad Agency

Texas-based ad agency Sanders\Wingo has launched 'The Knowledge Group', a new division combining strategic planning with media and insights. With 23 staff in four US cities, the unit will be led by SVP Dee Anne Heath.

Sanders\Wingo employs more than 100 execs in its four offices, in Austin, El Paso, Atlanta and New York. In 2013 it launched a Behavioral Science Lab, studying behavior trends and the principles behind them. The firm says its new unit will employ in-depth skills in behavioral economics, behavioral targeting and consumer data to 'highlight the natural connection between who the target consumer should be, how they should be spoken to and where the conversation should take place'.

The firm says The Knowledge Group will replace traditional silos with a more cohesive approach and will combine 'traditional research', ethnography, qualitative data and new tools including the proprietary MINDGUIDE and BrandEmbrace.

Sanders\Wingo CEO Leslie Wingo says brands 'must truly understand their audience at a gut level' and 'must intuitively know how people make choices and what media touch points can be used to surprise and delight them'. Heath (pictured), who brings 23 years of ad industry experience to the role, says the new division aims to exploit the 'natural synergy between media and strategic planning' and helps 'maximize the connection to create more effective marketing solutions for clients'.

Web site: www.sanderswingo.com .