mark // broughton
planning, insight and strategy all the way through the so called 'line'
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- MCIM Chartered Marketer, Planning Director at Life AgencyMarketing and Advertising | Birmingham, United Kingdom, GBSummaryA digital native Chartered Marketer, a passionate and energetic insight, strategy and branding professional - an expert in understanding people – consumers, shoppers, business and healthcare professionals. Understanding what motivates, scares and excites people, understanding the role brands and media play in their lives.
But most importantly it’s about crafting those deep routed insights into compelling strategies, relevant brands and effective communications all the way through the 'so called' line.
Picked up CIM, MRS, Prince2, SQL, SPSS and Hyperion certifications along the way.Specialties: Strategy, branding, research (qualitative, quantitative), insight development, shopper marketing, connections planning, communications planning, marketing plan development, proposition development, ideation, co-creation, facilitation, product innovation, data planning, direct marketing, test & learn, digital strategy, social media planning, creative strategyExperience- Jan 2011 - PresentPlanning Director / Life AgencyIntegrated planning, strategy development and insight generation across all agency accounts. Brand and shopper marketing strategies throughout the In-home, Out of Home, In-store journeys - offline, online and mobile.
Development of our real world insight toolkit - Life iQ™. Championing the role of Shopper Marketing and leading the development of our shopper led approach.
Truly privileged to be working with Nestlé, GSK, Dr Oetker, Nivea, Mars Foods, Purina, Filippo Berio and Molson Coors. - Oct 2010 - Jan 2011Research & Planning Director / McDonald BailyDelivering leading edge qualitative research and planning for some of the UK's most trusted FMCG brands and retailers.
- Apr 2010 - Oct 2010Insight Director / McCann EricksonLed the research and insight offering for this global integrated communications agency. Including the development and launch of the Truth McCann identity.
Delivering UK and international research projects across the account portfolio as well as thought leadership on consumer & B2B insights. - Apr 2008 - Apr 2010Head of Insights & Planning / Alliance BootsDepartment head within the Boots Brands & Exclusives business, responsible for brand planning and delivering world-class insights into consumers, shoppers, markets, competitiors and healthcare professionals. To direct and inform brand, innovation and product marketing strategies.
- Apr 2006 - Apr 2008Research Director & Senior Planner / DigForFireDMG (now 20:20 Agency)Developed and led the insight function of this leading integrated communications agency. Delivering inspiring and action oriented qualitative and quantitative research that drove brand and communications strategy.
Brand and integrated communications strategic planning on the agencies two largest accounts (Open University & HSBC), as well as leading insight and planning on several pitches. - Sept 2004 - Apr 2006Customer Understanding Manager / E.ON UKDeveloped a programme of deep understanding of our B2B customer base (0.5m customers, £1bn t/o PA) which included:
- thorough exploration of B2B customer needs, identifying product and service opportunities as well as new customer service models
- developed the 1st data driven segmentation and facilitated a segmented customer strategy
- workstream leader on an award winning project to transform the customer billing communications platform - Feb 2001 - Jan 2005Various marketing analysis & planning roles / E.ON UKSeveral customer insight and marketing planning roles, increasing in seniority"
- data led campaign planning
- database analysis using SQL, Hyperion & SPSS
- evaluating campaign performance (metrics and value)
- business intelligence to inform strategy development
- propensity modelling to improve campaign performance
- management information developing and report automation
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Tweets
- What a sad reflection of the social world “@Davidat2020: Britney Spears is the most followed person on Google+ with 2million followers
- @chrisfalconer apparently there's a car on fire on the A38 - good luck!
- Wait, ok. Let's start over... - Gentlemint http://t.co/0xl8BeVT via @gentlemint
- Flowers delivered to work :-DFeb 14, 12 from web Reply, Retweet, Favorite
- It's so called the canal has frozen over http://t.co/aDDlQG7A
- High pace and intensive day, but very productive. Now the uber packed train home
- I'm off to a Shopper Marketing speed dating event - YES REALLYFeb 09, 12 from web Reply, Retweet, Favorite
- A few goodies for the shopper marketing event tomorrow @lifeagency http://t.co/FtfFNEpQ
- I'm going speed dating - business speed dating mind you - but still an odd prospect. How much insightful stuff can we say in 15 minutes?Feb 06, 12 from web Reply, Retweet, Favorite
- WANT - LEGO Helmet Cufflinks http://t.co/7NUnGDjL
- Path has such a pretty interface
- After a busy and demanding week, we've ended on a huge high! Great atmosphere @LifeAgencyFeb 03, 12 from web Reply, Retweet, Favorite
- Feeling a bit guilty for today's slothness - albeit it is recharging the batteries beautifullyJan 28, 12 from web Reply, Retweet, Favorite
- @gents_dresser New outfit shopping in Brum - I think a trip into Reiss is in order for the modern day Mad Man
- @mommaline dear Liza dear Liza
- @tgi_kantarmedia congratulations - what do I get?
- I'm by no means a grammar nazi - but peoples "your" vs "you're" mistakes are driving me mad!Jan 24, 12 from web Reply, Retweet, Favorite
- I would really appreciate your help tweeps - vote for our Nivea campaign to win http://t.co/s34YeGbo #in #fb @LifeAgencyJan 19, 12 from web Reply, Retweet, Favorite
- Power-ballads rocking the @LifeAgency iPod - oh dear #secretlysingingJan 18, 12 from web Reply, Retweet, Favorite
- Tesco shake-up after £5bn battering http://t.co/5SzBKW3G via @guardian
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