Evaluating ad campaigns for a professional services rebrand

A top-tier American professional services firm was working on a rebrand with a leading brand agency. The CMO and his team had filtered the brand message campaign options down to three and needed market insights to determine the most impactful choice.

We worked with the brand agency and client to optimize the brand campaigns for an objective market assessment by removing bias. We custom-recruited prospective and client decision makers across key verticals, such as private equity, biotechnology and government, for video interviews. The campaigns underwent a sequential monadic assessment to understand their appeal, clarity, differentiation and other key criteria.

Our data analysis of preference by vertical led to us recommend proceeding with one campaign in an otherwise close race between options. Our client chose the recommended campaign to spearhead their rebrand.