4As Partners with Synergy for Brand Purpose Study
The Association of Accredited Advertising
Agencies of the Philippines (4As) recently partnered with market research and
strategic consultancy firm Synergy to undertake a pioneering study that aims to
determine the correlation between brand purpose and consumer purchase.
The signing of the partnership agreement took
place last August 5, 2022 and was held via the teleconferencing platform ZOOM.
In attendance were 4As Chairperson and CEO of Wunderman Thompson, Golda Roldan;
4As President and President & Managing Director of Grupo Agatep, Norman
Agatep; 4As Trustee for ARAL Program and CEO of Propel Manila, JC Valenzuela;
Synergy CEO, Germaine Reyes; and, Synergy COO, Renzo Reyes.
“We are proud to collaborate and work closely
with Synergy on this important study,” Roldan said. “We have always believed in
the importance of a clearly defined brand purpose. Now we are undertaking a
study to show that in quantifiable means. This will provide us, our clients,
and the public at large with information and insights that will help determine
the relevance of brand purpose in the lives of our customers.”
Synergy is the Philippine partner of YouGov, a
research and data analytics company based in the United Kingdom. YouGov is
known worldwide for conducting public opinion research on a variety of fields,
the results of which are used by journalists, politicians, and marketers to
make data-driven analyses and decisions.
This partnership between 4As and Synergy will
closely look at how brand purpose—basically a company or organization’s reason
for being—impacts and influences the decisions made by the consumer. The
results of this groundbreaking study will then be shared to 4As members through
a 4As ARAL Session that is scheduled this September.
“Today, more than ever before, our consumers
are more conscious about the products and brands they support. They are more
knowledgeable of what a brand stands for, what its advocacies are, and how it
conducts its business. Given this, it is important for all of us to understand
the interplay between a clearly defined brand purpose and its impact on how our
consumers respond to and avail of our products and service. Through this
partnership with Synergy, we aim to unlock insights that will broaden our
understanding about the relationship between brand purpose and consumer
purchase,” Valenzuela concluded.
For more information about 4As and its
activities, visit https://4asphilippines.com/ and like and follow its
Facebook page at https://facebook.com/4AsPhilippines.
To know more about Grupo Agatep, please visit www.grupoagatep.com or send an email to info@grupoagatep.com. You may also like
and follow them on Facebook
and Instagram.
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