AUSTIN, Texas, March 11, 2015 /PRNewswire/ -- Sanders\Wingo Advertising introduces a new division, The Knowledge Group, consisting of 23 members across offices in Austin, El Paso, Atlanta and New York.
The Knowledge Group combines strategic planning with media and insights to highlight the natural connection between who the target consumer should be, how they should be spoken to and where the conversation should take place. The team is well versed in behavioral economics practices and incorporates their extensive knowledge of behavioral targeting and consumer data throughout every aspect of the planning and buying process.
"We saw a natural synergy between media and strategic planning and realized we could maximize the connection to create more effective marketing solutions for our clients," said Dee Anne Heath, senior vice president of The Knowledge Group. "Clients are seeing the benefit because the media plans and messages are more relevant, thus more successful."
For most agencies, strategic planning and media exist in separate departments. Sanders\Wingo built The Knowledge Group to replace traditional silos with more cohesive collaboration to deliver more memorable brand experiences. The team believes traditional research still has a place but is overlaying it with ethnographies, qualitative data and new tools like MINDGUIDESM and BrandEmbraceSM to help create a customized approach for clients.
"It's all about human behavior," added Sanders\Wingo CEO, Leslie Wingo. "Brands must truly understand their audience at a gut level. They must intuitively know how people make choices and what media touch points can be used to surprise and delight them. The Knowledge Group helps Sanders\Wingo clients gain that understanding."
About Sanders\Wingo
Sanders\Wingo's work includes advertising and creative business solutions for AT&T, KFC, Ocean Alexander, GECU, CINTRA US, Discover El Paso and other major brands. The agency is home to more than 100 creative entrepreneurs and independent thinkers in Austin and El Paso, Texas, as well as satellite offices in New York and Atlanta. In 2013, the agency launched its Behavioral Science Lab to identify and study behavior trends and the principles that drive them. Learn more at sanderswingo.com.
SOURCE Sanders\Wingo Advertising
Share this article