Firm to offer `detective work’

After 18 months of market testing, a new firm that provides 'marketing detective work' for brands, categories and companies is officially open for business.Called Second Sight, the Toronto-based venture is owned by, but separate from, Bates Canada.Jake McCall, president of Second...

After 18 months of market testing, a new firm that provides ‘marketing detective work’ for brands, categories and companies is officially open for business.

Called Second Sight, the Toronto-based venture is owned by, but separate from, Bates Canada.

Jake McCall, president of Second Sight, says he and his staff are ‘almost like marketing detectives.’

McCall says when a client has a problem, or wants some forward-thinking, Second Sight conducts the necessary research and then adds up the research to present a ‘macro’ point of view.

Although McCall is quick to point out Second Sight is not a futurist, he says the company does ‘a ton of work looking ahead.’

McCall says Second Sight eschews computer modelling in favor of ‘disciplined detective homework,’ left-brain and right-brain thinking, and a good measure of common sense.

Although still a toddler in corporate terms, Second Sight has enjoyed success.

The company has already done work for a number of companies, including Kingsmill Foods, Warner-Lambert and Sunkist in Los Angeles, which wanted to know if it could engage in global marketing.

McCall says Second Sight takes a tiered approach to its work, with clients paying for each tier.

That means once one tier’s work has been completed and paid for, clients are free to break it off if they see fit.

McCall says there are three main reasons why Second Sight can take up the marketing slack.

With fewer staff, companies cannot spare the time to step back and think; staff turnover is high, and projects are viewed essentially in the short term.