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Blended Intelligence

Data is the most valued commodity of the modern world. For P&P it's all about the application.

Data is the most valued commodity of the modern world. The fast-moving industry that has grown up around it is in the spotlight of antitrust regulators, poised to step in and curtail the activities of data giants such as Amazon, Apple, Facebook and numerous others. Data, as The Economist puts it, is the crude oil of the digital era.

Yet, for all the concerns that exist around these data giants, we cannot escape the fact that data is a life-blood – to one extent or another we all use it or avail of its use by others. It has become essential.

Data, otherwise known as facts and statistics to those of us who are proportioned more like David than Goliath, is where it all begins – whether you are answering a brief, or more likely developing a solution for a client need you know has to be met.

Just countless organisations are dealing with data, there are many agencies that use data and evidence to develop campaignable and sustainable initiatives. But chemistry, both that with your client and that which exists within your team dictates that we all use data differently.

For P&P, it’s all about the application of data, the insights that we derive, and how we use imagination to create a new vision: a different perspective. It’s about the blend: the vanishing point where data, insights and imagination meet enabling us to harness opportunities.

Data are to insights what imagination is to true vision. Creativity enables us to distinguish insight from findings giving us the room to deliver campaigns. Research, which can sometimes mean doing something as simple as open-mindedly talking to the stakeholders that really matter, listening to what they need and adapting to it, gives you the necessary foundation to build an initiative that counts.

Thanks to this approach, P&P won The Say Communications Award for Excellence in Integrated Product/Brand Communications at the Communiqué Awards 2019.

The premise of What We’re Made of for Fresenius Kabi was simple: adequate hydration is essential for a healthy life. Reminding our audiences of this, we invited them to help address a surprising UK dehydration epidemic. We also aimed to aid compliance with a practical volunteer support programme. This empathetic approach has provided a halo effect for Fresenius Kabi’s reputation, as well as inspiring the sales team to launch this campaign with enthusiasm.

How did we do it? We uniquely consulted our target audiences to understand better their needs and how to take the brand further than its competitors. Inspired, we discovered the opportunity to:

  • Renew purpose on behalf of the target audience
  • Generate greater internal support from the sales team
  • Entice influencers to support the cause
  • Build sales for Thick & Easy™ Clear
  • Help more people with dysphagia.

The research revealed which stakeholders, in particular, we needed to listen to in order to really make a difference to the UK dehydration epidemic. We combined this with a blend of insight and imagination to develop and deliver a campaign that genuinely made a difference.

Author: Clare Bates

19th August 2019

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