MIND MOVIE – FLASH IN THE PAN – INSPIRATION
People get highly descriptive when talking about the topic of trend research at the advertising agency Leo Burnett. Read our customer story to find out what they mean.
Industry: Advertising agency
Number of Trendexplorer users: 20
Trendexplorer customer since: 2014
Our contact person: Kornelia Hofmann – Insight Manager at Leo Burnett
Kornelia Hofmann – Insight Manager at Leo Burnett
Kornelia Hofmann is the agency’s Insight Manager and is responsible for the strategic planning of existing clients as well as for new business.
In addition, she supports her colleagues in the key accounts team and deals with questions from the agency network.
I think that most trends are influenced by human needs. And these trends are then the ones to really establish themselves.
The challenge here lies in categorising, evaluating and assessing the trends properly.
Being as well informed as possible is the be-all and end-all of Kornelia Hofmann’s work. The more wide-ranging the information is, the better she can develop strategies for her clients.
Trend research has become an effective means of carrying out good marketing work and it combines well with more traditional methods of analysing markets and competitors. After all, whoever keeps an eye on the future as well as on the current economic situation can react more flexibly to market changes and cater to the needs of their target groups.