Friday, June 3, 2016
4:00 - 4:20 PM
Ted Talks - Jolliet

Putting Purpose Back into Special K

Kellogg’s Special K is a well-established brand in the Canadian marketing place.  It has very high saliency and consumers are generally positive about the brand when asked.  However, it had lost all relevance with modern women.  The brand heritage is rooted in dieting and consumers were moving away from dieting to a world of nutrient density.  The brand needed to redefine itself to consumers through an impactful campaign that would cause re-appraisal for Special K. 

Come hear about how research played a critical role in evaluating the creative beyond the scorecard and persuading global and local stakeholders to move ahead with this campaign.

Interest Statement:
This session will be of interest to client-side researchers because it demonstrates the need to look past the scorecard and get in to the data to see what it really means.  It is also a great example of stakeholder management once you find something special in a campaign.  This research and the interpretation of it has led to great success for Canada and the in-market results have led to Canadian created content being exported to other markets around the world.

Supplier-side researchers will be interested in this session because we will demonstrate how to position copy-testing results in a way that helps the client make the right decision despite the creative not meeting the client's strict global action standards. Millward Brown was able to influence key decision makers using the metrics that matter given the objectives of the campaign.

As a result of this session:

  1. Participants will feel empowered to more fully leverage research in the creative development process to develop truly world-class advertising.
  2. Participants will understand that despite strict action standards, copy-testing does not have to be a go/no-go test.
  3. Participants will have a better appreciation for how to position research results to build compelling business cases.

Richard Holmes
Senior Manager Insights & Planning, Kellogg's Canada

Richard joined Kellogg's Canada in July 2014 and is responsible for the Insights and Planning across the entire Kellogg's cereal portfolio. He brings fresh thinking to Kellogg's with a mobile first attitude towards marketing. Richard also brings a variety of diverse experiences to this position thanks to 5 years in client service at Millward Brown, 2 years in a consumer insights role at Diageo and 2 years brand management experience on Crown Royal Whisky and Diageo Lager brands. His stint in brand management has given Richard an excellent perspective on how to make research results meaningful and use them to influence stakeholders. In his spare time, Richard is likely to be found at the cottage or on the ski hills with his wife and two daughters.


Paul Gareau
SVP, Millward Brown Canada

Based in Toronto, Paul is responsible for a number of Millward Brown Canada's large clients. Paul has 15 years of experience in the market research industry with several research companies, and he holds a Master of Science degree in Consumer Research. Paul has conducted research for many clients in several sectors, including Financial Services, Alcoholic and Non-alcoholic Beverages, Foods, and CPG. When not delivering insightful research findings, Paul is busy at home with his wife and four kids, and also manages to have enough time left for his favourite activity - curling.