Differentology Hires Strategic Insights Director

Newcastle, UK-based research consultancy Differentology has appointed former Flamingo exec Anniki Sommerville as Strategic Insights Director. She is based in London.

The company offers bespoke research to uncover what motivates groups of people. It then helps clients apply these 'human truths' to concepts, journeys, products and positioning before adopting a co-creation approach to spark ideas, and uses 'creative communication' to disseminate the findings. In 2021, the business was acquired from marcoms group e>erything d.fferent, by its management team.

Sommerville (pictured) was previously an AD at Walnut Unlimited, and before that spent more than eighteen years at consumer and cultural insight agency Flamingo - initially as an RE, and latterly as Managing Partner, heading up the UK team. In addition, she writes regularly for Red, Grazia and The Telegraph.

She takes up her new role after a 'scale up' in the Strategic Insight team, with other recent Director additions including Emma McInnes, Sam Robertson and Chloe Peacock. MD Lizzie Gilthorpe comments: 'We're thrilled to be further expanding our Strategic Insight team. The depth of expertise and range of specialisms we've been able to bring together bolsters our strength in creative collaboration'.

Web site: www.differentology.co.uk .