Roy Morgan Buys Mapes and Ross

Roy Morgan International, the US division of Roy Morgan Research, has recently announced the purchase of US-based advertising and communications researchers Mapes and Ross. Roy Morgan is Australia's largest independent research organisation.

Mapes and Ross have a thirty year history of communications research and advertising consultancy, with the Natural Exposure SM methodology their flagship product. The company's factor anaylsis is described by David Ogilvy as 'My most valuable source of information', in his book Ogilvy on Advertising.

Gary Morgan, Executive Chairman of Roy Morgan Research, says 'My father began working in Princeton, over 60 years ago, with Dr Gallup and David Ogilvy. It's exciting to come full circle and bring it all together... We have worked closely with Mapes and Ross over the last five years and have used their methods in Australia for numerous clients, measuring the impact of commercials in various media, including TV, print and cinema'.

Morgan says the Mapes and Ross philosophy of providing precise science for advancing the art of advertising fits perfectly with Roy Morgan's vision, and offerings such as 'The Worm' and BehaviourScan, making Roy Morgan International 'a major global force in advertising research'.

Roy Morgan's web site is at www.roymorgan.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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