Brann Worldwide, a direct marketing agency, has started Brann Insight, a division geared toward understanding consumer purchasing behavior.
The division's proprietary tools and methodology are intended to help Brann's clients and new accounts sell more effectively.
“Brann Insight is all about understanding that consumer perspective,” said Nancy Hallberg, the new executive vice president-North American Insight director at Brann Worldwide in Wilton, CT. “[For instance], how they move through the buying process; how, when and where they touch the brand; and what that experience is actually like. Because the total of that experience will impact how they'll think, feel and behave toward that brand.”
Brann Insight services include original consumer and secondary research, data analysis and behavioral analysis and observation. The agency also will conduct proprietary research into how buyers purchase across categories and geographies.
Though it will not get its own offices, Brann Insight will place a specialist in each of Brann Worldwide's North American offices and support that development in Europe.
“I'll be working with the general managers in the other offices to support and hire Insight staff in San Francisco, Chicago, Dallas, Baltimore and Richmond, VA,” Hallberg said.
Hallberg most recently was senior vice president and account managing director at New York ad agency Young & Rubicam. There, she handled clients such as MetLife, Pella and The Scotts Co.
