WPP to conduct research project with Microsoft

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London—WPP announced it will conduct a research project with its client Microsoft Corp. on the dynamics between search engine marketing and brand building.

WPP agencies Wunderman, BrandAsset Consulting and ZAAZ will lead the research project, with help from Microsoft Advertising. The research will explore areas such as the correlation between brand awareness and search efficacy; how search engines are changing consumer behavior; how social marketing affects the search for brands; and the connections between paid search and brand development.

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