An interesting angle on marketing research coming today from Miller Coors & Cavalry…details from Advertising Age:
Karl Turnbull, Cavalry's chief strategy officer, led the charge in picking the town, which was chosen from among a dozen cities. The WPP agency, which was formed a year ago to handle Coors brands and new products for MillerCoors, calls it the "Outpost." An internal document describes it as a "secret weapon" that is a "slice of middle America we've adopted as our own to test drive new ideas and unlock authentic consumer insights." The project is so secret that only a handful of MillerCoors execs know about it, and none of them know the town's identity, Cavalry CEO Marty Stock said.
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