A global marketing leadership initiative focused on aligning insights and analytics strategy, structure and capability to drive business growth.

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Insights2020 Program Overview
April 2015
Insights2020 – Driving Customer-Centric Growth
Millward Brown Vermeer, ESOMAR, The Advertising Research Foundation (ARF), Kantar, and Korn Ferry
have formed a partnership to lead Insights2020 – Driving Customer-Centric Growth, a global marketing
thought leadership initiative focused on aligning insights and analytics strategy, structure and capability
to drive business growth.
Insights2020 will help business, marketing, and insights and analytics leaders to define the role of
insights and analytics in driving business strategy and growth; to build and organize the function – both
structure and processes – for success; and to emulate the leadership competencies and behaviors of
over-performing organizations. Inaugural findings will be presented at the ESOMAR Global Congress in
September 2015.
Insights2020 is a follow-on study to Marketing2020 which is the largest study of its kind, helping global
CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included
contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in
the July-August 2014 Harvard Business Review.
Insights2020 Study Objectives & Scope
The Insights2020 study will develop the strategic framework, practical guidelines and case studies to
help business, marketing and insights and analytics leaders define:
1. The role of insights and analytics in driving business strategy and growth
2. How to organize the insights and analytics function in terms of structure and processes
3. How to build the capability - equipping the insights and analytics function for success
4. How to emulate the leadership competencies and behaviors of over-performers
The Insights2020 study will include several significant and distinct streams of input and analysis:
a. In-depth vision interviews with over 100 innovators, key opinion leaders and practitioners
b. Mass quantitative survey among members and relationships of partners world-wide
c. Case study and conference paper entry analysis for detailed guideline development
d. Cross-reference against Marketing2020 study findings
The findings will be presented at conferences globally, discussed in CMO and CMI round-tables world-
wide and published widely, via whitepapers, websites and articles in leading publications.
Millward Brown Vermeer will provide overall leadership and coordination of the program; develop the
research approach (qualitative interview guides and quantitative online tool); conduct the qualitative
interviews; gather and synthesize research insights; and prepare final white papers and output
presentations and marketing materials.

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The initiative’s advisory board is chaired by Keith Weed, Chief Marketing and Communications Officer,
Unilever. He will be joined by a number of business and academic leaders, including Diego Scotti, CMO,
Verizon; Rob Norman, Chief Digital Officer, GroupM; Harish Bhat, Member - Group Executive Council,
TATA; Julian Prynn, Marketing Director, BAT Middle East; Professor Jerry Wind of The Wharton School;
Barbara Lamprecht, Brand and Marketing Strategy, Volkswagen; Tony Fagan, VP Research, Google;
Gayle Fuguitt, CEO and President of the ARF; and Sir Martin Sorrell, CEO of WPP, Kantar’s and Millward
Brown’s parent company.
Insights2020 Program Timing
• Partners & Advisory Board Phase March/April 2015
• Insights2020 Scope and Approach Study Design March/April 2015
• Qualitative Interviews May/June 2015
• Quantitative Survey May/July 2015
• Analysis Phase & Preliminary Findings July/August 2015
• ESOMAR Congress Dublin September 2015
• Presentations & White Paper Complete October 2015
• Events Nov 2015/March 2016
Participation
It is our goal that, similar to Marketing2020, Insights2020 partners will benefit through their association
with the Insights2020 thought leadership initiative. All partners share the responsibility for maximizing
the success of the Insights2020 initiative by making available and leveraging their expertise, learning,
members/readership and networks.
In exchange, every partner will benefit from being recognized as partners of the Insights2020 initiative,
with the opportunity to host events and publish articles about the study and its findings. Partners will
have the opportunity to contribute to the study design, publication and event schedules.
The Insights2020 program invites you to partner with us in decoding the future of insights and analytics
and supporting organizations to drive customer-centric growth.
For sponsorship options and additional benefits, please see our Insights2020 Sponsorship Program.
Please confirm your interest by contacting us at info@insights2020.org. We will contact you to further
discuss your participation in the program.
For more information, please visit www.insights2020.org