One of the founders of First Direct and former commercial director of HSBC, Peter Simpson has joined with Leeds-based Intermarketing Group to launch a new consumer focused marketing offer.

Intervue has been created as a new strategy and planning division of the Intermarketing Group and will include six senior team members who will represent each marketing channel including digital, branding and media.

 Simpson will act as head of business strategy at Intervue.

He explained that the new division would concentrate on customer-focused ideas for businesses and has been launched as a result of it identifying that organizations are being bogged down in channels and products while losing sigh of what the customer wants.

“I believe businesses are doing too much selling and not enough listening,” commented Simpson.

He continued to explain:  “We intend to use market intelligence to inform more powerful marketing decisions and consumer propositions, that cost effectively grow businesses and profit. Intervue will focus on blending hard facts with customer insights, providing organisations with much needed clarity on how to attract and engage the right customers.     

“With current marketing conditions meaning budgets are tight and more closely monitored, the traditional marketing team will focus on campaign improvements from lower cost media or production.  A laudable response to the challenge, but the smarter option is to explore new propositions based on clear customer or market insights.

“Only by examining the offer and ensuring that it’s fit for your customers’ needs can marketers make strategic gains for their organisations. Intervue will build demand, not just improve campaigns.”