Fifty5Blue to Take Minority Stake in ISBA's Origin

In London, media researcher Fifty5Blue is in exclusive talks with the ISBA about investment in the continued growth of Origin, the trade association's cross-media measurement programme.

Fifty5Blue was known as Kantar Media until a rebrand announced in February, a year after the global insights group agreed the sale of the division to London-based alternative investment firm H.I.G. Capital, for around $1 billion.

Origin is an advertiser-backed initiative to create a blueprint for cross-media measurement, operated by the ISBA (Incorporated Society of British Advertisers). Origin is funded as a joint-industry initiative by 69 stakeholders, comprising 45 brand owners, the top six agency holding groups, digital platforms and media owners, and is part of the WFA's global drive under the title of North Star.

The deal would see Fifty5Blue invest in Origin in order to 'accelerate its development, innovation and scale,' and would mark 'the next stage for Origin,' according to the association, 'as it further establishes itself outside ISBA as its own company.' The body stresses that it will retain majority ownership of Origin which will remain an industry-governed initiative and continue to be advertiser-led.

If agreement is reached in September, as planned, the investment will support the delivery of Origin's strategic roadmap, which includes broader media coverage, advanced reporting and planning functionality, and greater interoperability to improve and support outcomes measurement and continued innovation.

Simon Michaelides, Director General of ISBA, says Origin 'remains a top priority for ISBA.' He adds: 'As Origin progresses into its next stage of development, we are delighted to partner with Fifty5Blue to accelerate the roadmap and meet advertiser needs. ISBA will continue to shape and control Origin's strategy in partnership with the team at Fifty5Blue.'

Fifty5Blue CEO Patrick Béhar (pictured) comments: 'We are committed to supporting Origin's mission with further investment to accelerate innovation for advertisers. This increased collaboration with ISBA is clear evidence of our focus on innovation and partnership across the entire media ecosystem.'

Web sites are at www.originmediameasurement.com , www.isba.org.uk and www.fifty5blue.com .

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