HDI merges with Yellowwood
HDI Youth Consultancy has merged with marketing insights and strategy business Yellowwood. The combined business will continue to conduct the Sunday Times Gen Next survey
In an effort to ensure greater efficiencies within the group, TBWA\SA announced this week that it was merging HDI Youth Consultancy with its marketing insights and strategy business, Yellowwood. The combined business will be headed by Yellowwood MD Refilwe Maluleke.
The group says the merger, which was apparently planned before the pandemic, creates an opportunity for more compelling and meaningful insights, given Yellowwood’s expertise when it comes to providing strategic thinking. Though HDI’s business model – based as it was on activations and experiential – had become dated in the current environment, its youth insights continue to add value to brands targeting this segment of the market...
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