#CulturePH - 4As partners with Synergy for brand purpose study

In order to conduct a ground-breaking study that tries to ascertain the relationship between brand purpose and customer purchasing, the Association of Accredited Advertising Agencies of the Philippines (4As) recently teamed up with market research and strategic consultancy firm Synergy.

On August 5, 2022, the partnership agreement was signed via the video teleconferencing service ZOOM. Golda Roldan, CEO of Wunderman Thompson and Chairperson of the 4As, was present, as well as Norman Agatep, President and Managing Director of Grupo Agatep, JC Valenzuela, CEO of Propel Manila and Trustee for the ARAL Program, Germaine Reyes, CEO of Synergy, and Renzo Reyes, COO of Synergy.

“We are proud to collaborate and work closely with Synergy on this important study,” Roldan said. “We have always believed in the importance of a clearly defined brand purpose. Now we are undertaking a study to show that in quantifiable means. This will provide us, our clients, and the public at large with information and insights that will help determine the relevance of brand purpose in the lives of our customers.”

Synergy is the Philippine partner of YouGov, a research and data analytics company based in the United Kingdom. YouGov is known worldwide for conducting public opinion research on a variety of fields, the results of which are used by journalists, politicians, and marketers to make data-driven analyses and decisions. 

This partnership between 4As and Synergy will closely look at how brand purpose—basically a company or organization’s reason for being—impacts and influences the decisions made by the consumer. The results of this groundbreaking study will then be shared to 4As members through a 4As ARAL Session that is scheduled this September. 

“Today, more than ever before, our consumers are more conscious about the products and brands they support. They are more knowledgeable of what a brand stands for, what its advocacies are, and how it conducts its business. Given this, it is important for all of us to understand the interplay between a clearly defined brand purpose and its impact on how our consumers respond to and avail of our products and service. Through this partnership with Synergy, we aim to unlock insights that will broaden our understanding about the relationship between brand purpose and consumer purchase,” Valenzuela concluded. 

For more information about 4As and its activities, visit https://4asphilippines.com/ and like and follow its Facebook page at https://facebook.com/4AsPhilippines. 

To know more about Grupo Agatep, please visit www.grupoagatep.com or send an email to info@grupoagatep.com. You may also like and follow them on Facebook and Instagram.  

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