Publicis Media Exchange (PMX) Australia & New Zealand has partnered with the Ehrenberg-Bass Institute for Marketing Science.
This will provide a layer of academic rigour by allowing the PMX team to connect directly with the institute’s researchers.
The partnership is being led by PMX’s head of media intelligence, Rowena Newman, and Shruthi Babu, who joined in September 2023 to lead the media research capability within PMX’s media intelligence team.
Anthony Ellis, MD for PMX Australia and New Zealand, says she is excited by the partnership’s potential to accelerate the transformation of how PMX leverages its scale to deliver benefits for agencies and clients.
"With Shruthi Babu’s background in measuring media effectiveness at Nielsen and Rowena Newman’s background in senior marketing and client-side media roles, PMX has built a research platform that elevates it to be a trusted advisor for Publicis Groupe agencies and our clients," he says.
Newman says just because campaign data is measurable doesn’t make it meaningful and the vision for PMX Research is to clearly identify where true media value lies with respect to marketing outcomes.
"The Ehrenberg-Bass Institute partnership is vital to our vison as a means to continually provoke and challenge our thinking for the benefit of all Publicis Groupe clients," she says.
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