Leveraging a global brand tracker within a complex organization

Cambridge University Press & Assessment is a heritage brand dating back as far as 1534. With that come many advantages, but also some challenges with how things progress. A brand tracker might not sound revolutionary for a large global brand but, given our hard-to-reach audiences and the insight budget available, this was by no means easy. Find out how the team first managed to influence and convince the senior leadership team and how it continues to inform all parts of the business.

Key takeaways:

1. How we got senior leadership buy-in, for a traditionally non-insight-led business.
2. Additional insight work spearheaded from the tracker.
3. What parts of the business it has informed and how.