John St is one of the top advertising agencies in Canada, and they work with a wide variety of clients. Chasson Gracie, currently Group Planning Director for Omnicom/Dieste, played a key role at John St. to optimize brand messaging that resonated with each client’s audience.
When evaluating different possible campaign directions, the research team adds value by not only identifying which idea is the “winner”, but by providing insights on why and how best to optimize it. To do this, they need qualitative research as much as quantitative – and they need it quickly and within budget.
The challenge of time is a constant for creative teams, and if the research can’t be completed quickly it is of little value. In this particular case, John St was developing new brand positioning to rejuvenate an alcohol brand that had not seen any media against it for years. The team had developed four different territories and wanted to get feedback from category consumers about which one resonated most, and why. With this information, they could begin creative development with a solid strategy in place.