Simons Palmer Denton Clemmow and Johnson is setting up three pioneering
ventures to tackle the key new areas emerging in marketing
The Headlight Research Company will put together panels of opinion
formers that will report on future trends, and the Marketing Multiplier
aims to make advertising and marketing ideas work harder using mainly
It is believed that a third initiative will be announced shortly,
involving programme production, but details are still under wraps until
the project is finalised later this month.
The three companies are being set up as joint ventures, and will all be
overseen by Mike Perry, the managing director of Simons Palmer, who
takes on the new role of group development director.
Headlight Research will be based in Oxford, and is billed as a base for
a new wave of consumer research. Perry explained: ‘It is all about
forecasting the future, and finding people who understand the complex
and accelerating changes taking place in all markets.’
The new company will put together ‘visioneer panels’ of leaders in
fields such as fashion, IT, finance and sporting events, to help
give clients an insight into the future.
The Marketing Multiplier is also a joint venture, which will pull in
people from advertising, PR, and ‘guerrilla’ marketing sources, offering
a more creative way to influence consumers and make budgets go further.
All three ventures are initially set up to service Simons Palmer’s
current clients, which include Nike, Sony and News International, but
the companies will also be open to clients from outside the group.
Paul Simons, the agency’s chairman, said: ‘The decision to invest in
these new areas of communications reflects a commitment to finding
cutting edge solutions in a rapidly changing landscape.’
Simons Palmer’s management team will alter to absorb Perry’s move, with
Robert Senior, the client services director, joining the board, and Carl
Johnson, the group managing director, moving up to chief executive.