LRW has been doing research, rather quietly, for nearly half a century, like its recent dive into millennial women and their complicated relationships with money for client Visa.

Rachel Spiegelman, the Los Angeles-based firm’s newly named president of integrated marketing, thinks it’s time to start crowing about its under-the-radar expertise.

“This company is rooted in data and insights—that started even before it was the popular thing to do—and there’s not a business or brand on the planet that doesn’t need that right now,” she said. “It’s such a humble environment on the inside, but we should have so much swagger on the outside.”

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