Publicis Media Exchange ANZ announces partnership with Ehrenberg-Bass Institute for Marketing Science
"Vital to our vision as a means to continually provoke and challenge our thinking."
"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.”
Newman added: “Just because campaign data is measurable doesn’t make it meaningful, and our vision for PMX Research is to clearly identify where true media value lies with respect to marketing outcomes.
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"The Ehrenberg-Bass Institute partnership is vital to our vision as a means to continually provoke and challenge our thinking for the benefit of all Publicis Groupe clients.”
In November 2023, the mixed modelling platform Multinex also inked a deal with EBI to help drive more evidence-based marketing.
"I don’t think you can say you’re a proponent of evidence-based marketing as a senior industry leader unless you put your money where your mouth is," said Henry Innis, co-founder and CEO of Multinex.
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Top Image: Rowena Newman
