Bridging the Impact Gap with the Agency-Brand Partnership with Nick Graham

When insights partnerships fall short, what can be done? Join Nick Graham, Founder of Vertemis and former global insights leader at Mondelez and PepsiCo, as he discusses the challenges and solutions in the world of market research and insights partnerships. In this episode of MRII’s Insights and Innovators podcast, Nick reveals where the disconnect happens between agencies and clients, shares real-life examples, and offers a strategic approach to evolving the industry. Learn what both sides need to do differently to drive impactful business growth and how to better leverage technology in research.

00:00 Introduction and Welcome

00:54 Meet Nick Graham: Insights Leader

01:29 Challenges in Insights Partnerships

02:11 Nick's Perspective on Insights Impact

05:29 Real-Life Examples of Insights Failures

09:48 Redesigning Brand-Agency Relationships

14:57 Client-Side Responsibilities

19:39 From Insights to Strategy

26:07 Advice for Future Insights Leaders

31:40 Conclusion and Farewell

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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