Fresh Image for Research and Marketing Firm

Article excerpt

Byline: SION BARRY

ONE of Wales' longest-established market research and direct marketing businesses today unveils a new name and brand as it embarks on a major drive for growth.

After 42 years trading as Research and Marketing the firm, which was the subject of a management buyout 12 months ago, will now be known as rmg, with two specialist operating divisions - rmg Clarity for market research and rmg Response for direct marketing.

Employing 80 full and parttime staff at its Cardiff Bay premises, the company has performed strongly since the buyout, with turnover of around pounds 2m, despite the recession.

In particular, the firm has bucked the trend for UK market research companies, growing its telephone-based research turnover by 21% at a time when the overall market has declined by 5%.

Chief executive Phil Evans said that despite challenging conditions, including uncertainty about how government budget cuts would affect public sector marketing and research budgets, the business was aiming to increase turnover from the private sector and was targeting 20% growth from this sector for the coming year.

He explained that the rebrand was part of the strategy for growth designed to reposition the two businesses in their respective market sectors, by creating distinct identities while at the same time acknowledging the heritage and goodwill created by 40 years of trading. Mr Evans said: "Marketing is changing radically with much greater specialisation in different sectors and much greater use of technology.

"We see our business as the power behind marketing; the supporting organisation with the skills, experience and capacity to deliver the projects conceived by clients and specialist marketing consultants." The company maintains a network of more than 500 datagathering fieldworkers across the UK and has also increased its use of online data-gathering by more than 50% in the past year. In addition it has invested heavily in new equipment for its 25-seat Cardiff call centre.

Mr Evans said: "There is a growing tendency in the market to use online data gathering, but we believe it is vital to select the most appropriate and cost-effective method for the target audience, whether that is faceto-face, on the phone or online. …