RARE Forum

Our first speaker of the day will be Crispin Reed of Brandhouse who’s talk is entitled: How to unearth killer customer insights.

You can find out more about Crispin below but first here’s a quick overview of Crispin’s talk:

Really understanding your consumers is key to business success.

On the one hand SMEs are at an advantage as they tend to have greater opportunities to get close to their consumers, without bureaucracy getting in the way. On the other hand, they may have more limited resources than larger organisations.

In his presentation, Crispin introduces some innovative techniques for unearthing killer consumer insights and illustrates them with real-life examples that have helped brands succeed.

For example, find out how one of the world’s leading hostage negotiators helped a global financial services company define its future strategy. Hear how peeking in the knicker drawers of women in China helped a chocolate brand deliver US$1bn of sales. And how an argument in a focus group gave a leading petcare brand the spark for a marketing initiative.

Crispin Reed

Crispin is Managing Director of Brandhouse and will be speaking on ‘How to unearth really killer customer insights’

Crispin has a well-rounded perspective on brands, having worked in leading global advertising and design agencies (both in Europe and Asia), brand consultancies and client-side in as Marketing Director in the fine fragrance sector.

He worked for 13 years for advertising agency Leo Burnett both in London and in Singapore before going on to run the London office of the German advertising agency, Springer & Jacoby. He then moved client side with Cradle Holdings, which owns a range of fine fragrance and skin care brands. He took his first steps in to the brand agency world running the London office of New York based Sterling Brands.

In August 2007 he joined Brandhouse. Brandhouse helps companies use emotion to build stronger, more profitable brands. Clients include Asda, Britvic, CNN, Kellogg’s, Mars, Marks and Spencer, Pepsi, SABMiller and Thomson Reuters.

Crispin is an Associate of Ashridge Management College, a member of the Superbrands Council and sits on the Advisory Boards for the Global Marketing Network and Branded Content Marketing Association.

Crispin is a regular speaker at conferences. Recent platforms include the World Marketing Forum in Ghana, Sensory Solutions in Australia and the World Brand Congress in India.