Overview of Institute for Real Growth (IRG)

The Institute for Real Growth (IRG) is the most comprehensive study on business growth ever.

It is the first time that WPP, orchestrated by Kantar, brings a thought leadership initiative to market with the goal of engaging clients on what it takes to deliver sustained business growth.


What Drives Business Growth Today?

The Institute for Real Growth features interviews from over 550 senior leaders across all industries and results from 1,500 respondents across 73 markets to identify growth opportunities that shape the building blocks of growth.


The Seven Building Blocks of Real Growth

Companies achieving Real Growth – sustained top-line performance – have embraced a new architecture.

The Architecture for Real Growth:

  • Is human-centric
  • Recognises and addresses all stakeholders’ needs
  • Future-proofs organisations by uniting creativity, technology & data
  • Delivers ever-evolving experiences.

From this architecture, we have identified seven building blocks which companies must embrace to achieve growth:


Institute for Real Growth Partnership

The Institute for Real Growth is orchestrated by the team that led Marketing2020 and Insight2020 – in partnership with multiple marketing and advertising associations around the world, Spencer Stuart, WARC, WPP, leading academic and practitioner experts, and industry organizations and publications worldwide.

Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight
Human & Cultural Insight

IRG Advisory Board

To build an industry-leading program on growth, The Institute for Real Growth (IRG) is supported by a global Advisory board with leaders from the world’s biggest and most influential brands and organizations. Advisory Board members are:

Human & Cultural Insight
Carolyn Everson
VP, Global Marketing Solutions
Facebook
Human & Cultural Insight
Bob Liodice
CEO
ANA
Human & Cultural Insight
Antonio Lucio
CMO
HP/Facebook
Human & Cultural Insight
Lindsay Pattison
Chief Transformation
WPP
Human & Cultural Insight
Penry Price
Vice President, Marketing Solutions
LinkedIn
Human & Cultural Insight
Peter Ter Kulve
Chief Growth Officer
Unilever
Human & Cultural Insight
Lorraine Twohill
CMO
Google
Human & Cultural Insight
Meredith Verdone
CMO
Bank of America
Human & Cultural Insight
Yoram Wind
Emeritus
Professor
Wharton
Human & Cultural Insight
Di-Ann Eisnor
Director of Growth
Waze
Human & Cultural Insight
Shiv Shivakumar
GE President for Strategy & Business Development
Aditya Birla Group
Human & Cultural Insight
Enzo Scarcella
COO
MTN
Human & Cultural Insight
Cindy Wang
CMO
UXIN
Human & Cultural Insight
Frank Cooper
CMO
BlackRock
Human & Cultural Insight
Roel de Vries
CMO
Nissan

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