Sometimes it’s easy to discount the need to do research for a client assignment. Often, both client and agency teams feel they have a good understanding of the product benefits. Or, the creative team may cringe at the thought of their ideas being tested. But ask the question … are you sure you truly understand the customer’s perception or what may best resonate?
Nancy Banasik
A message is only as effective as the planning behind it, and that's Nancy's forte at Pipitone. As VP/Strategic Account Planner, Nancy is our liaison to the customer, uncovering the insights, needs and details that lead to meaningful, game-changing brand ideas, effective strategies and compelling creative. Prior to joining Pipitone, that's exactly what she did for global brands like Heinz, DuPont, USG, Susan Komen Foundation, Hoover, Dirt Devil and Bank of America. For Gerber, she was part of the team that drove market share to an all-time high of 83%. For BEHR, her consumer insights led to a paint and primer campaign that created a new category of paint and earned the Home Depot Vendor of the Year award.
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