This 2014 document introduces Vermeer, the marketing strategy consultancy inside Millward Brown, and the Marketing2020 initiative it ran. It describes what the firm does, the three questions it organizes its work around, and the composition of the US sample.
Key findings
- Marketing2020 is described as the most comprehensive and global marketing leadership initiative ever undertaken.
- The US sample is 1,064 completed responses, profiled by seniority, type of business, industry and discipline.
- The firm roots its approach in consumer research, stakeholder understanding and financial analysis, and works on strategic marketing challenges.
- Its stated distinguishing claim is that it ties insights to dollars, which it calls the only universally accepted language of business.
The three questions
The consultancy positions its focus at the juncture of three critical business questions: what business are we in, why do we exist, and how do we build our organization.
The work it sells is not analysis alone. It develops and embeds insight-led marketing strategy, structure and capability, which puts implementation inside the engagement rather than after it.
Who does the work
The team is described as fusing practitioner and consulting experience across marketing, management consulting, research, investment banking and advertising. The firm calls the result whole-brain thinking, and says it produces a multi-lens and practical approach.
The closing section is a confidentiality statement. The firm treats its approaches, insights and research as proprietary, and asks that the material not be shared with any third party without written consent.
Scope and limitations
The participant profile shown is the US portion of the study, 1,064 completes, rather than the global base. The document is an introduction to the firm and the initiative, and reports no findings from the study itself.
Source
This page summarises Marketing2020, by Millward Brown Vermeer, 17 August 2014.