Bord Bia – the Irish Food Board – has enlisted forensic brand guidance agency TransgressiveX to develop a new snack brand with Stript Snacks, Ireland’s foremost snack producer.
The intention of the tripartite agreement is to leap-frog current category dynamics and to establish truly best-in-class brand assets to dominate the sector. TransgressiveX, based in Kensington and operating worldwide, is led by prominent consumer psychologist Nadim Sadek, ex-Worldwide Commercial and Strategy Director of Research International.
Bord Bia is an Irish state agency whose aim is to promote the sale of Irish food and horticulture in Ireland and abroad. It acts as a link between Irish producers and customers worldwide. Its consumer insight team’s objective is to help create and grow Irish brands and excel at NPD.
As part of this remit, Bord Bia’s multi-disciplinary team invests in ensuring that best practice be available to all its producer-clients, and that the emergence of the best ‘next’ practices and insight innovations are enabled to engineer positive competitive advantage.
A fledgling Irish biltong brand has been selected for investment and development to optimise its market potential.
Initially, TrasngressiveX’s ‘Brand eXchange* Power Survey’ will act as the principal intelligence gathering mechanism. It will identify current brand standing, competitive opportunity as well as areas in which thought and action leadership can be established. TransgressiveX will further support the programme with its ‘WorX consultancy’ to assist in the critically important task of aligning the whole business behind the prioritised drivers of advantage.
The work will culminate in a joint case history and presentation entitled ‘How insight innovation can engineer a competitive advantage’ to Ireland’s top CEOs and CMOs in the food and beverage industry. This will show-case Bord Bia’s contribution to the vibrancy and success of the sector.
“The “eXchange”™* framework underpins all @TransgressiveX TransgressiveX’s services. It demonstrates that the greatest brands create the strongest inclination to interact with people through the eXchange of values, across the whole consumer journey. With an integrated framework of clearer thinking, more appropriate measures, better data capture, more relevant analysis, and ultimately, far more actionable brand guidance, it is the most commercially employable consumer insight ever made available to clients, eclipsing legacy systems”, says Sadek.
Says Helen King of Bord Bia : “Bord Bia’s mission is to assist the Irish food, drink and horticulture industry to achieve international success through excellence – not just in their production but also with insight and marketing. With TX, we are bringing one of the best
new frameworks to Irish industry. They’ve developed a unique way of combining new measures, with a new measurement system, and making a complex evaluation very simple to work with at every level.
Simplicity is underpinned by granularity, and we can demonstrate to our industry partners that brilliant insight is the force a producer needs to drive brilliant marketing. We’ll be show-casing this project in Bord Bia’s Brand Forum, showing how insight excellence engineers competitive advantage for Irish producers”
TransgressiveX was established with one of the industry’s most senior leadership teams;
- Nadim Sadek, Founder of Sadek Wynberg Research; Global Leader of Millward Brown’s Qualitative Network; Worldwide Commercial & Strategy Director of Research International; and creator of multi-category, Mobius award-winning brand Inish Turk Beg.
- He is joined by Carol Reay, (CMO Odgers Berndtson; CEO, Great Ormond Street Hospital; Deputy Chairman Grey London; founder & MD Mellors Reay Advertising),
- Andrew Wish (CEO Research International; CEO Astra-Zeneca (SA); and Global Top 10 account director TNS),
- Iain Hamilton (CMO Kimberley-Clark Europe; MD Mayborn Group PLC),
- John Blake (MD Research International; Global Insight Director Bacardi, Cadbury, Kraft, Avis),
- and Chris King (CEO KB49; Global Account Director at Grey Worldwide; Proctor and Gamble),
- and Sarajit Mitra (former Global Head of Marketing and Customer Experience at HSBC).