Former Ogilvy and Publicis execs set up Archetypology

by Sam Matthews, Brand Republic 05-Sep-05, 08:00

LONDON - Former Ogilvy & Mather planner Peter Clements and Publicis brand consultant Janis Wilson have created a research agency that aims to reveal the unconscious dimensions of a brand through archetypes.

Archetypology uses principles of neuroscience and archetypal psychology to classify archetypes and a multi-level brand model to provide clients with brand insights.

The agency provides for any brand a "brand imprint", which defines and explains precisely how the brand relates to customers on a conscious and unconscious level.

The benefits of the research means clients can get new levels of clarity and direction for managing a brand, a more powerful platform for brand expression and ultimately, enhanced brand value.

The agency has already secured two major clients from the healthcare and confectionery industries and is working with an advertising agency, providing research for an upcoming pitch.

Prior to setting up the company in July, Clements worked as a senior account planner at Ogilvy and at RMG.

Wilson was previously a brand consultant at Publicis and prior to that at Joshua, part of Grey Group. She also worked at research agency The Planning Group, where she specialised in qualitative research.

Wilson said: "We believe Archetypology is at the leading edge of modern-day insight tools."

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