Institute for Real Growth

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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.

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: