Billetts Launches Global Research Initiative
Media management consultancy Billetts has launched a new global research initiative designed to help advertisers measure the effectiveness of their marketing decisions on brands.
The service, called Billets Connections, will be integrated with the company’s existing evaluation and consultancy services worldwide. It will be headed by Andrew Green, who joins from OMD New York, where he was head of global research.
The initiative will provide advertisers with insight into a number of areas, including marketing input and consumer response; the relationship between media owners and consumers; and the application of research data.
The company’s chairman, John Billett, says the division has been set up in response to growing advertiser concerns over the validity of traditional media currencies, amid continuing audience fragmentation and the growth of new media channels.
He explained: “Trading currencies are rapidly becoming outdated. Research costs are spiralling with studies better at selling media space than at providing relevant findings for advertisers. As the media landscape continues to evolve, we have to ensure that our customers across the world receive actionable, commercially relevant findings to protect their best interests.”
Green added: “I am delighted to be joining Billetts at the start of this challenging venture. Not only will Billetts Connections add value to our existing evaluation and consultancy services but we can also offer our customers the chance to participate in the design of research studies that deliver better links between marketing decisions and business results.”
Green has a number of years’ experienced running research operations in Europe, Asia Pacific and North America. His media career began at Saatchi & Saatchi, from where he joined Carat to manage its European research business. After a stint at Nielsen, he joined Zenith to head up its research operations in Asia, before moving to the US with OMD.
Billetts: 020 7321 4000 www.billetts.co.uk
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