With the advertising and marketing industry reportedly spending more than R20 billionn during 2006, an increase of 17.2% on the previous year, marketers need as much information possible to keep them ahead of the competition.
Brand Intelligence provides an analysis of advertising in the public domain and represents a reflection of the advertising activity in a given market sector, over a given period of time, filtered through a competitor set as defined by the client. Media Brand Intelligence provides insight into competitor media spend and strategy while Creative Brand Intelligence looks at competitor creative executions from a strategic standpoint. Analysis is also being done on all newcomers across television, radio, billboard and print advertising.
With its independent point of view on market conditions, Brand Intelligence provides a snapshot of competitor media and creative activity and gives insight into their media buying choices. It also allows the measuring of oneself against the market sector norms in terms of performance in media and creative strategies and provides knowledge to make educated estimates as to likely competitor activity in the future.
