WPP Joins Microsoft for Search and Branding Study

Following the recent launch of Bing, Microsoft is linking up with marcoms giant WPP to conduct research which will explore the dynamics between search engine marketing and brand building.

WPP agencies Wunderman, BrandAsset Consulting and ZAAZ will drive the research initiative, which will delve into the relationship between brands and search engine efficacy. The study will also cover the impact search is having on WPP's clients and consumers around the world.

In addition, the two companies will examine how search engines are changing consumer behavior; how social marketing impacts the search for brands; and the connections between paid search and brand development.

'Coming on the heels of our launch of Bing, the opportunity is ripe to re-think preconceived notions about what search decision engines can and cannot do, and how the connections between search and display are becoming increasingly interwoven to drive brand awareness,' commented Scott Howe, Corporate VP of the Advertiser & Publisher Solutions Group at Microsoft.

After completion of the study, the WPP agencies will compile a report outlining how competition in search marketing is impacting consumers' level of brand recognition, as well as the future direction of search. Initial findings are expected to be shared during Advertising Week in New York, in late-September 2009.

Web sites: www.microsoft.com and www.wpp.com .