David Brennan and Sue Elms launch new insight consultancy

Ex-Thinkbox marketer and Newsline columnist David Brennan and Skin The Cat’s Sue Elms have announced the formation of a new insight consultancy, BE Insight.

The business has been set up to help clients maximise the value of their existing and future intelligence resources, ensuring they deliver “useable business wisdom” to drive better business performance and evaluation.

BE Insight said it will also aim to expand its clients’ horizons to exploit the potential of the marketplace and avoid the legacy system trap of the big market research firms.

Commenting on the new venture, Brennan, who has also held senior positions at ITV Network and Liberty Global, said; “Sue and I have worked together on many projects. Our combination of experience and expertise will create wisdom and business advantage in an age of too much, fragmented and sometimes flawed intelligence.

“We will bring a creative and commercial approach to a discipline perceived as technical and peripheral to real business issues”.

Elms, previously executive director at Millward Brown, Carat and Initiative, said: “Clients are challenged to drive better business returns from their data and insight budgets, but they face big challenges.

“Insight as a critical business tool has been undermined by an obsession for easy metrics; silo resources and suppliers are focussed on their own limited agendas versus integrating to drive real business advantage; and finally, too often data fails to deliver real consumer insight and that insight fails to be driven into the business as commercial wisdom. We aim to help our clients turn all of this around”.