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Alison Walsh - Career Summary
Brand Planning & Research


53 Crespigny Road, London NW4 3DU
Tel: 020 8203 3205 Fax: 020 8202 3527
Email: alison@brand-planning.com
www.brand-planning.com

Since 1992, I have been working as an independent qualitative researcher and advertising planner specialising in brand strategy, communications and new product development. I both undertake consumer qualitative research and facilitate client/consumer workshops. My approach is creative and strategically focused - building on my wide marketing experience :

Qualitative Research : My qualitative research experience covers such varied markets as grocery; confectionery; drink; health, cosmetics, financial services; and home furnishings. I tend to specialize in more strategic research exploring issues for brand positioning and communication and new product development opportunities. I have also tutored moderating skills to researchers on the Association for Qualitative Research's course

New Product Development: I have worked on new product development for Pearl Assurance, Coca-Cola, Terry's, Pillsbury, St Ivel and McDonald's. I have been involved in all stages of the new product development process from initial brand audit to idea generation; concept development; launch and post evaluation. Since setting up independently, I have been employed on a number of qualitative N.P.D. research projects including some using consumers within accelerated NPD sequential recycling projects. I have run Innovation Workshops for Dove, Scottish & Newcastle, St Ivel, New Covent Garden Soup Company, Hills Pet Nutrition, Elizabeth Shaw and Nutricia.


Advertising Planning: At Leo Burnett (1989-1992), I was the Planner on McDonald's ( 24 million billing), Pillsbury and Jus-rol accounts (5 million billing). At Lansdown Conquest ( 1992 - 1994 ), I successfully repitched for and planned on Allied ( 9 million billing ) and was the Planner on Yardley (3 million billing). More recent planning retainers include Proctor & Gamble Fragrances (£20 million billing) at Chelsea partnership (1995); MFI (13 million billing) for Publicis (1996) ); St Ivel (7.5 million billing) for DMB&B (1998); Grattan and Yellow Pages at WWAV Rapp Collins (1999); Clairol (16 million billing) for Banks Hoggins O'Shea FCB (2000); Roche vitamin brands (6 million billing) at D'Arcy (2000 - 2001); Norwich Union (14 million billing) at McCann Erickson (2001); SMA Nutrition (1996 - 2007 3 million billing), Wyeth globally (1996 - 2007) at Euro RSCG Life; Reckitt Benckiser health brands: E45 ( 2007): Senokot (2007);Optrex(2007 - 2009); Lemsip (2008 - 2009); Mucinex (2008 - 2009) at Euro RSCG Worldwide; Danone Nutricia globally(2008 - 2013);Complan UK (2011 - 2012) and Ceva Feliway globally (2012 - 2013) at Havas Worldwide, London.

Brand Development: Brand evaluation and strategy are core to my planning and research work.

  • At Coca Cola (1995) I was retained to look at consumer trends and their marketing opportunity
  • As Market Research Manager at Terry's (1988 - 1989), I undertook a re-evaluation of the strategy for current confectionery brands both UK and abroad.
  • As Market Research Manager at Pearl Assurance ( 1985 - 1988 ), I initiated a brand and market audit to define Pearl's positioning and focus communications and sales drive in line with customer needs and brand values.
  • As Advertising Planner on McDonald's, I focused the advertising onto food values to generate consumer hunger for the brand and defend the brand's market leadership position.
  • As Advertising Planner on Jus-Rol, I repositioned the brand's advertising to target the less confident cook where the market growth opportunity lay.
  • As Advertising Planner on SMA I spearheaded a change in brand communications taking the brand from a position of declining market share to major market growth (1996 - 2007)
  • As Advertising Planner on Optrex I repositioned the brand to champion a new and broader mass market for eyecare.
  • As Global Planner on Nutricia (2008 - currently) I lead the insight development programme to build the global brand with consumers and health care professionals
  • As UK Planner on Complan (2011 - 2012) I worked with the Team to reposition the brand and apply the big Brand Idea to advertising, packaging design and range innovation
  • As Global Planner on Feliway (2012 - currently) I worked on the brand's repositioning and global relaunch.

As a Planner I have facilitated Brand Workshops across different consumer markets.

Strategic Planning: As Market Research Manager at Pearl Assurance (1985-1988), I played a significant, proactive role in the definition of Pearl's business mission and the development of business and product development strategies.
As a Research Consultant I worked on the strategic framework for the development of service initiatives for Scottish & Newcastle Retail(2002).          As Planner, Havas, I input into the formulation of global strategy on accounts.

International Marketing: As Sales and Marketing Manager at Courtaulds Ltd (1980 - 1983 ), I successfully relaunched Amtico in France. My linguistic skills (fluent French and good German ) have led to my working on European research projects.

Public Relations : As Senior Account Executive at Burson-Marsteller (1983-1984), I managed the public relations campaigns for Blue Band margarine and Silvikrin Supersoap. I have lectured in public relations for the London Guildhall University.

Market Research Management: I managed the research programmes for Terry's (400,000 UK and international research budget); Pearl Assurance (250,000 budget), and McDonald's (150,000 budget). My research expertise covers brand development; advertising; design; new product development; pricing; sales force; trade; media and employee research. As Advertising Planner, I provide adhoc research management expertise on accounts.

Alison Walsh - Brand experience



    McDonalds
    As the Advertising Planner on McDonald's (1989 - 1992;24 million billing at Leo Burnett), I worked on the brand's creative development and helped guide McDonald's on new product development and research management.

    Coca-Cola
    As Consumer Trends Manager at Coca Cola (1995), I was involved in developing a consumer insight programme as well as helping on new product development and brand development projects. I have since helped advise on creative development research for Inca Kola in Peru (2005); Coca Cola Light in South Africa (2006) and the Waters Division in Latin America (2007) and Coke Zero in Latin America (2008) and Nestea in Latin America (2009)

    Britvic
    Qualitative research to refine brand positioning and pack designs for new products.

    Allied Domecq
    Qualitative research on customer needs and optimum pub design for Scruffy Murphy's.

    Scottish & Newcastle
    Major study of customer service needs to guide the future development of the pub and restaurant estate.

    Kwik Save
    Ethnographic study of Kwik Save customers to guide store and new product development.

    Grocery loyalty schemes
    Qualitative research to review impact of grocery loyalty schemes on shopper perception and behaviour.

    Golden Wonder
    Qualitative research to support brand vision and new product development work.

    Terry's
    As Market Research Manager at Terry's (1988-1989), I undertook a re-evaluation of the strategy for current confectionery brands both UK and abroad.

    Nestle
    Internal new product development workshop. Worked with consultancy advising on the development of Consumer Insight Tools.

    Nestle Toffee Crisp
    Brand positioning research to support consultancy advising on the brand's development.

    Elizabeth Shaw
    Qualitative research on existing and new products, supported by an internal new product development workshop.

    St Ivel
    As the Advertising Planner on St Ivel (1998 DMB&B ; 7.5 million billing), I undertook an evaluation of advertising effectiveness and reviewed portfolio management issues.

    Pillsbury
    As the Advertising Planner on Pillsbury (1992 Leo Burnett), I worked on the brand's creative development.

    Jus-Rol
    As the Advertising Planner on Jus-Rol (1992 Leo Burnett), I repositioned the brand's advertising to target the less confident cook where the market growth opportunity lay.

    Upper Crust
    Research to guide on brand positioning and site development.

    Blue Band margerine
    As Senior Account Executive at Burson-Marsteller (1983 - 84), I managed the public relations campaign.

    New Covent Garden Soups
    Client brand future workshop.

    Casio
    Qualitative research to help define brand vision.

    Yellow Pages
    Business to business advertising qualitative research.

    Prudential
    Competitor intelligence

    Norwich Union (Aviva Group)
    As the Advertising Planner on Norwich Union (2001 McCann-Erickson: £14 million billing) I worked on building brand saliency and trust. 


    Pearl Assurance     (Phoenix Group)
    As Market Research Manager at Pearl Assurance (1985 - 1988), I was responsible for consumer, investor and salesforce research. I contributed to business development strategic initiatives.

    Barclays insurance services
    Qualitative brand development research.

    Nutricia
    As the Global Planner on Nutricia (2008 - currently Euro RSCG), I lead the insight development programme to build the global brand with consumers and health care professionals

    SMA Nutrition
    As the Advertising Planner on SMA (1996 - 2007 Euro RSCG Life 3 million billing), I spearheaded a change in brand communications taking the brand from a position of declining market share to major market growth and leadership.

    Wyeth
    As Global Planner at Euro RSCG Life I supported communications strategy for Wyeth global product launches.

    Anadin
    Workshops and research programme to guide on brand positioning and brand architecture

    Lemsip
    As the Advertising Planner on Lemsip (2008 Euro RSCG), I advise on the building of brand equity and communications strategy.
    Roche
    Creative development and new product development qualitative research.

    Optrex
    As the Advertising Planner (2007- currently Euro RSCG) I advise on advertising strategy and the development of new market opportunities.

    Specsavers
    Advertising development research.

    Centrum
    As the Advertising Planner (2005-currently) I developed a more relevant and distinctive advertising strategy leading to share growth..

    Steifel
    Advertising development qualitative research.

    Senokot
    Planning on brand development.


    Hill's Pet Nutrition
    Client strategy workshop.

    Ceva
    As the Advertising Planner (2012 -currently Havas) I worked on the global brand strategy and advertising communications for Feliway.


    Dulux
    Creative development and new product development qualitative research.

    MFI
    As the Advertising Planner on MFI (1996 Publicis ;     13 million billing), I undertook creative and business development research.

    Clairol
    As the Advertising Planner on Clairol (2000 Banks Hoggins O'Shea FCB ; 16 million billing), I guided creative development and assisted on new product development.

    Dove
    New product development research, involving a sequential recycling approach to fast-track the exploration of new ideas.

    E45
    As the Advertising Planner (2006- 2007 Euro RSCG) I advised on UK and global brand and communications strategy.

    Ballantyne
    Qualitative brand development research.

    Dunlop
    Qualitative consumer and trade product design research.

    Granada motorway services
    Qualitative brand development research.

    National Lottery
    Qualitative research to explore creative ideas for the TV show.