Sankey Returns from NYC to Forethought Melbourne

Australian marketing science and brand growth consultancy Forethought has brought Michael Sankey back from its NYC office to take up the role of General Manager, Brand and Advertising Research.

Melbourne-based Forethought uses quant methods underpinned by advanced analytics and qual techniques, to model consumers' implicit, discrete emotions as opposed to the rational drivers of their brand choice. The firm's approach draws from psychology (cognitive, emotional and societal) and micro-economic theory, supported by neuroscience techniques. Sankey (pictured) joined in 2011 as a Business Analyst, and in 2013 he set up the Forethought NYC office in Madison Avenue, where he has since worked as a Principal Consultant, partnering with global ad agencies.

In his new role, as well as working with clients, Sankey will continue to help Forethought develop new concepts around brand and ad research. CEO Ken Roberts comments: 'Michael has extraordinary experience partnering with brands and creatives using cutting-edge behavioural science and insight to build campaigns to move the dial on sales, customer acquisition and market share. It's terrific to be promoting such a great guy'.

Web site: www.forethought.com.au .