Dig For Fire to launch specialist research division - DMBulletin - Direct Marketing news by Email - Brand Republic

Dig For Fire to launch specialist research division - DMBulletin - Direct Marketing news by Email - Brand Republic: "Dig For Fire to launch specialist research division
by Alex Donohue Brand Republic 14 Feb 2007

Jones: 'people are no longer passive consumers'LONDON - Direct marketing agency Dig For Fire is to launch a specialist research division, Dig Research, that will provide brand development strategy for clients.
The seven-strong Dig Research team will handle research and analysis for client's branding and strategy planning, which would use 'meaningful' results to formulate projects for businesses.
The agency said it had chosen to increase its business following client wins including The Co-operative Bank, Travis Perkins and Bravissimo over the last 12 months.
David Jones, planning director at Dig For Fire, said: 'Dig Research has been born out of an increased demand for our innovative and inclusive approach to research and analysis.
'We believe that research and strategic planning need to save marketing from itself, if it is to remain viable and sustainable and we'd like to play some small part in helping to achieve this.'
Jones added that it had been working with Bennetts Motorcycles to target its core female biker audience by developing an effective communications strategy, and had improved First Buses' customer service levels by introducing mystery shoppers to the transport operator's network.
He said: 'People are no longer passive consumers and businesses now need to work closely with customers to ensure their marketing engages relevantly with their lives.' "