WPP And Google Set Up Media Research Awards Programme

WPP and Google have joined forces to launch a new research programme into how online media influences consumer behaviour, attitudes and decision making.

The communications group, led by Sir Martin Sorrell, and the internet search giant will contribute around $4.6 million into the scheme over the next three years, according to reports.

A number of senior executives, including a non-executive director of WPP and Google’s chief economist, are expected to oversee the programme, which will start immediately.

In addition to the funding, successful university applicants will also have access to WPP’s BrandZ, the brand perceptions study published by Kantar, as well as media data and research generated by GroupM.

Dr Hal Varian, chief economist at Google, said: “We want to encourage more research about how online and offline media work together to influence consumer choices. We think that such research will contribute to more effective and more measurable advertising performance.”

Eric Salama, CEO of Kantar, added: “The industry needs a much better handle on how offline and online media interact with each other and how that interaction shapes consumer attitudes and behaviours. This initiative will be a critical part of that solution.”

The programme will award up to 12 grants, ranging from $50,000 to $70,000, to full-time university students worldwide in the first year.

WPP: 020 7408 2204 www.wpp.com Google: 020 7031 3000 www.google.co.uk/