Our work; Some “Case Stories”

Please note that the confidential nature of our work often restricts what we can say about our history and the brand names that we can use.

Beverage Brand Stretch in Asia for Ovaltine

Twinings/Ovaltine is the beverages division of Associated British Foods, and following our work with them in Europe they called on our help to develop new products for Asia. A key element of the brief was to achieve consensus from 3 key markets, (China, Thailand Philippines)-all independent units. These markets supplied their local ideas into the process.

We ran a comprehensive “Serious Creativity” programme in Shanghai, followed by concept development and evaluation, involving all local and central management teams, with careful communication at all times. (30 client personnel were involved in all). We researched the top concepts in China, Thailand, and the Philippines using our democratic and open Q-Blast® technique, and presented a comprehensive review to the Global Management Team.

Results

  • 3 clear winning concepts all taken forward for product development and testing by local markets.
  • A co-ordinated and consistent regional NPD pipeline  achieved for the first time
  •  Widespread praise for operation of MIH process and the inclusive way of working.
  • New concepts launched in key markets across Asia

Unblocking an Innovation Pipeline in Dairy

Sometimes a business has too many ideas on the table. Our client has a very active and creative product development function, but was having trouble deciding which products to launch. We took the physical product ideas (across 3 categories) and expressed them as concepts, then ran our Q-Blast® research with 100 consumers in Ireland. Marketing and R&D management attended the research and saw the votes and reactions first hand.

Results

  • Clear direction given on which products to launch and which to drop.
  • Further development needs identified in a key category
  • Winning concepts launched successfully

Strategic Direction dilemma for global team

We don’t just develop and evaluate NPD concepts. For some clients we use our tools and techniques to develop a range of alternative strategic directions based on benefit platforms, and help the client evaluate the alternatives objectively.  Our client was the global strategy leadership team for a key division of a multibillion dollar food business. We ran a Serious Creativity workshop involving key personnel and agency partners from around the world, and developed a limited number of well thought out benefit platforms for this huge and complex business. We then facilitated the internal evaluation of these alternatives by running our online Q-Blast® internal screening process, having developed a range of bespoke evaluation criteria for the client.

Results

  • An agreed direction was established for future communication and new product development.
  •  The single platform enabled the business to move faster and with more consistency towards a more differentiated brand proposition.

Deciding NOT to launch

Our research and advice can help to avoid failure. A UK non food client had a range of new product concepts already designed and set to develop and launch. We were asked to give some steer on priority for launch, using our Q-Blast® research technique. Unfortunately all the concepts scored poorly in research, and our advice had to be “back to the drawing board”

Results

  • Client took the tough decision to abort the development and launch, but was happy to avoid a costly failed launch.

Making the Strategy Happen

Nature’s Best is a busy and entrepreneurial fresh food supplier in Ireland, supplying mainly private label products to Tesco and Dunnes stores in a tough economy and highly competitive market. 3 years ago it was struggling to develop the right kind of products and concepts that impressed its customers and their shoppers. By developing some “light touch” processes and offering frequent strategic support to the senior management team, MIH has been instrumental in developing a series of new initiatives and supporting their presentation to key customers. With help from our key associate Robert Kedzlie and his team of product developers at NPD Direct, we’ve helped Nature’s Best to “turn over a new leaf”

Results

  • Significant new business gains following a proactive approach to customers
  • Awards won for NPD (Meal Pots) and for being one of Ireland’s Best Managed Companies in 2010.

 Bringing the team together for some serious creativity

We were delighted to win a competitive pitch for a major innovation project for C&C Ireland, and their Bulmers/Magners cider business. Together with our trusted associates Antonia Maclean and Anita Sheppard, we developed and ran our biggest ever serious creativity session with 32 people from all over the world over 3 days in Nottingham. One of the key objectives was to bring the key sales and marketing personnel together and share a team building experience as well as develop new ideas for possible future launch.  Around the hard work of creativity we organised structured visits to the on- and off-trade and had a team of “mixologists” to entertain and inform us.

Results

  • The team generated 58 new concept ideas together and MIH went on to write and illustrate them.
  • MIH were then appointed to handle internal screening and market research in the UK and Ireland, using our Q-Blast® methodology.

The winning concepts are in the internal development pipeline and have informed subsequent Magners developments.

All in a name

This endorsement from a happy client says it all:              

“We asked Tim to help us manage the development of a brand name for the company. Given the project profile this meant Tim had to manage the expectations and input from members of our Executive Board, not a role for someone without exceptional experience of working with very senior members of a company including the CEO and CFO. Tim managed the projects very professionally and delivered an excellent outcome.” Simon Tilden, Global Advertising Director, Diageo

Our clients past and present: