“A deep understanding of the consumer, backed by data, is indispensable to any winning business strategy. The data are the new oil because, like it, in a raw state they do not deliver any value,” said Veronica Savanciuc, chairperson and CEO of Lowe Group.
“When collected, analyzed and interpreted quickly and then meaningful insights are extracted for each audience or industry category, the value that returns to business is invaluable. Properly refined, data are a decision-making tool.”
The unit will be run by Roxana Bleoaja, who has a more than 15-year experience in market research and insight analysis.
The development of Path puts data at the heart of the product of the agencies in the group: MullenLowe (integrated marketing communications), Initiative (media), Golin (PR) and Medic One (medical and pharmaceutical communications), by identifying insights starting from the reality of the consumer.
(English version by Loredana Fratila-Cristescu)