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Dexter Reveals Truth
Andy Dexter, former CEO of Incepta Marketing Intelligence, has announced the forthcoming launch of a new strategic insight-based consultancy, named Truth. The agency, with the guiding principle 'maximum insight, minimum data', will provide 'a complement to mainstream marketing research'.
Dexter is well known in the industry as a practitioner and entrepreneur, with numerous industry awards and the Fellowship of the UK's Market Research Society, whose Conference he has helped to revitalise in recent years. In March this year he stepped down from the post of CEO of Incepta Marketing Intelligence (now Illuminas), which he set up and grew to UK Top 10 status.
Truth will focus specifically on strategic business insight and management consultancy services, including the analysis of market research information. 'We're not looking to compete on quite the same ground as the research agencies I've built in the past', says Dexter, adding that the new firm will be 'method-neutral' and aims to avoid direct involvement in mainstream research, outsourcing its data collection.
The new agency aims to give all personnel - from directors to admin people - some form of partnership-based involvement in the company, either via shareholding, stock options, or a staff equity trust, Dexter told DRNO. 'The agency needs to stand for something in the marketplace. But equally, it needs to stand for something in terms of valuing our people. I believe that is the best way to quickly attract the best talent.'
Two other key aims are to keep non-revenue generating central costs to an absolute minimum, and to examine and invest in 'ideas that seek to change the way business insight is delivered', including possible acquisitions.
Key senior staff are currently being recruited, and financial backers shortlisted: Dexter, 42, says he will announce further progress, and the agency's first senior hirings, by the end of the calendar year, with a full scale launch scheduled for early 2007.
A web site is under construction at www.truth.ms , and a logo has been launched which, in keeping with the founder's name, has nothing at all sinister about it.
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