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UK Partnership Creates Experiential Divison
UK-based agency 2CV is launching an experiential marketing evaluation division, 2CV: EXP, in a partnership with Phoenix Research.
The new division will give clients enhanced metrics on the effectiveness of their campaigns using a range of research techniques and statistical modelling. Real-time feedback will enable them to optimise brand experience programmes while campaigns are still running, and the service will also provide benchmark data and outcome-based ROI metrics.
Phoenix was formed by directors Mark Bagnall and Sam Elphinstone in 2007. Phoenix EXP was launched in January this year and is currently being deployed by a number of drinks, FMCG and music clients.
Doug Edmonds, Head of Numbers at 2CV, comments: 'an interactive tool which measures and evaluates experiential activity during and after a campaign provides clients with the insight needed to ensure their programme can forge deeper, longer-lasting relationships with consumers.' In addition, Edmonds says Phoenix's expertise in the drinks and music sector will also enable 2CV to broaden its client base and market reach.
Mark Bagnall, Research Director at Phoenix, says the partnership will accelerate market adoption of the new EXP model and complement 2CV's existing offer.
2CV, part of the Cello Group, is online at www.2cv.co.uk while Phoenix's web site is at www.phoenixresearch.co.uk .
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