Forethought, a leading Australian marketing science consultancy specialising in brand, advertising and experience research, today announced the promotion and appointment of Michael Sankey PhD, Principal Consultant to the role GM Brand and Advertising Research.
Michael returns from 4 years on advertising’s legendry Madison Avenue, at the Forethought North American business, where he partnered leading brands including the world’s largest casual dining chain DineEquity’s Applebee’s and IHOP re-energising their brand and advertising program, Hershey’s, and the rapidly growing airline JetBlue.
Forethought CEO, Ken Roberts said “Michael has extraordinary experience partnering with brands and creatives using cutting-edge behavioural science and insight to build campaigns to move the dial on sales, customer acquisition and market share. It’s terrific to be promoting such a great guy.”
The appointment reflects continued demand for consumer insights that provide brand management with the certainty and rigor of quantitative modelling to build commercially effective brand and advertising strategy, messaging frameworks and creative.
On his appointment Michael said “I’m keen to help marketers deliver impactful communications – and my focus is connecting the science of consumer behaviour to the art of great creative, which can only be done with confidence using the sharpest consumer behaviour data and insight.
“I’ve been working in the US and the Forethought methods, which measure and model the rational and implicit emotions driving brand choice, are the best research methods I have seen for marketers to confidently build and execute great work.
Whilst Michael will be client-focused, a part of his role is to continue the innovation pipeline Forethought has for research in brand and advertising.
“Innovation is constant at Forethought. A part of my brief is to take brand and advertising research over the horizon. We are examining what drives consumer behaviour like trust and message plausibility. Our forward-thinking clients and the Forethought team are collaborating on really interesting, impactful work”
Forethought provides brands with science-based consumer insights to quicken the pace and precision of their marketing decision-making, investment and action. Forethought gives marketers clarity and certainty for brand, advertising and customer experience strategy and execution. An innovation house, Forethought pioneered modelling trust and the implicit, individual emotions and rational drivers that impact brand choice.