Wray Ward’s Insights team is growing and evolving to meet an expanding client demand for pre-campaign research and insights increases. The group, who is tasked with uncovering a brand’s essence and mapping the customer journey through an objective, 360-degree perspective, has hired Erica Strong as the group’s first insights coordinator.

“Our Insights group lays the groundwork for all ongoing brand development. Through a combination of comprehensive measurement tools, we are able to generate relevant findings for clients,” said Leslie Gillock, vice president and director of insights at Wray Ward. “Understanding industry trends and capturing brand insights prior to ad campaign ideation is gaining traction among clients. Erica’s marketing knowledge across a variety of sectors will broaden and deepen our capabilities.”

Strong joins the Wray Ward Insights team with a decade of diverse marketing experience in entertainment, sports, retail and real estate sectors under her belt. With a mission to discover the emotional and decision-making processes for a variety of groups, the Insights group sought a thoughtful, dynamic individual for the new role. Strong’s familiarity with a range of disciplines and balanced marketing background resonated with the team, making her the perfect addition. Prior to joining the agency, Strong was nominated for two Mid-Atlantic Emmys for writing and producing while working for Comcast. Since 2010, Strong has worked in digital advertising, most recently at Resolution Media, focusing on paid search and search retargeting campaigns for Lowe’s Home Improvement. At Wray Ward, Strong will participate in the discovery and research process by gathering, reviewing, analyzing, summarizing and preparing materials. The research and insights produced by Strong will be incorporated into the customer journey presented to new and existing clients. She graduated from DePaul University in Chicago with a liberal arts degree in creative media services.

The Wray Ward Insights team continues to grow as brand-marketing teams integrate strategy into their planning and marketing process. In recent years, forward-thinking brands have begun building a cohesive research foundation prior to creative brainstorming and work sessions. By adding additional talent, the Insights team is able to provide more companies with high-quality brand positioning, target audience profiles and customer journeys, which play a critical role in planning and measuring the effectiveness of marketing efforts.