Doner full-service creative shop in Detroit, has released a new practice of communication with consumers is designed to help marketers use data more effectively and to better understand consumer behavior, what determines the buying decision.
Among the few focus points, Doner said the Agency strives to help clients “make a deeper scientific understanding of consumers” within the group by combining the data, brand and social strategy technology and behavioral Sciences.
Doner has promoted Marcus Collins to guide practice in the newly created role of chief liaison officer with consumers. He previously served as the Agency’s SVP of social interaction, a title he picked up in 2015. In his nearly 20-year career, Collins also led the social practices of an interpreter, was in charge of the iTunes + sport music initiative Nike in a Marketing partner of Apple iTunes and ran digital strategy for pop icon Beyonce.
“More marketers are turning to Doner ideas to start a communication, the impact of culture and to disrupt the status quo, and this practice gets at the heart of how people interact with brands in the post-advertising era,” Collins said in a statement. “Although many marketers recognize the opportunity to produce on the basis of these insights, some of them using behavioral science to predict outcomes, and even less in their marketing efforts.”
In his new role, Collins, who is called upon to make group specializiruetsya on investments in the acceleration of Doner in production, information, talent and multicultural consumer confidence to guide clients in creating “contagious cultural moments and movements”, – reports the Agency.
Collins also doubles as a marketing Professor at the University of Michigan Ross business. Doner said he will assist in expanding the current relationships of the Agency with AI-powered insights company Crimson hexagon and partnership with University, media and advertising psychological Laboratory “to test and measure both behavioral and physiological reactions to the content.” Doner already tapped this partnership in the production of works for the brands, including jeep, the Potbelly and the clippers.
“Marcus has a unique background as a practitioner and scholar, has pushed us forward in creating new strategic approaches to marketers to build relationships, influence culture, and, ultimately, Commerce, General Director of” Doner David Demuth said in a statement. “We are very pleased to have him leading our Agency, our clients and the industry forward in this new role.”