Media and marketing holding group Omnicom has launched a new BrandScience division to focus on the measurement of marketing and media effectiveness.
The unit aims to deliver what the firm describes as 'a more holistic approach to business modelling' in the form of quantified and tailored analyses of historical activity designed to help clients ensure their communication activities are made more measurable and quantifiable.
London-based Global MD Sally Dickerson says the role of brand communications planning is to create, integrate, direct, magnify and measure each element of a communication plan to help the brand achieve its business objectives. BrandScience specialties also include quantifying the growing effects of online communications channels on offline businesses, and offline communications channels on online businesses.
Now operational in Asia-Pacific as well as Europe and the Americas, the unit builds on the strength of what was previously known as OMD Metrics, whose team of consultants statistically determined and quantified the drivers behind business performance.
The new division has its own web site at www.brandsciencenetwork.com , while its parent company - which last year bought UK-based qual research agency, Flamingo International (www.mrweb.com/drno/news6343.htm ) - is on the web at www.omnicomgroup.com.
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.