At its first major client event as a joint venture, MRI-Simmons celebrated the wealth of insights it is already bringing to clients – and previewed some of the products and services we will focus on in the immediate future.
Meeting just a few blocks from New York City’s Herald Square, over 120 clients and partners enjoyed a great breakfast while hearing from MRI-Simmons leaders. President Anna Welch started things off, highlighting four key elements of the JV’s focus for 2020 and beyond – Methodology, Cultural Relevance, Thought Leadership, and Innovation.
Welch also encouraged attendees to share their thoughts and suggestions about how the combined MRI-Simmons offerings can best meet their needs over the next year or more. Current products and capabilities will remain essentially the same throughout 2020, she said, with full integration of the two entities scheduled for 2021.
The centerpiece of the program was a deep dive on the emerging phenomenon of esports, which now counts 39 million Americans as fans. With multi-million-dollar purses and sold-out arena events, esports is drawing interest from dozens of major brands – and learning from the successes and challenges of traditional sports marketing.
Ben Paro (Director, Emerging Business/Sports Specialist) used the MRI-Simmons annual Sports Fan Study to provide a rich introduction to esports fans, then moderated a panel discussion on the topic with:
In a lively discussion, these experts on the frontlines of esports adoption and marketing revealed that
You can watch a replay of the panel discussion below
The program also included deeper looks at MRI-Simmons' latest products and partnerships. Maureen Doherty (VP, Partnerships) reviewed the range of collaborations and partnerships that the combined entities have launched or plan to roll out. Working with over 40 companies, MRI-Simmons leverages its rich, top-quality consumer data to deepen and activate segmentations, enhance analytics and planning systems, support advanced TV platforms, and more.
Doherty shared greater detail on three key MRI-Simmons partnerships:
Karen Ramspacher (SVP, Innovation & Insights) provided a broader view of MRI-Simmons' Focus Studies, which cover everything from podcast listening to “Tvideo” viewing to cannabis consumption. She took deeper dives into three of the studies: