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BRUSSELS--Ad agencies are attempting to improve the quality and quantity of Europe-wide media information by setting up the Media Research Group under the wing of the European Association of Advertising Agencies.

The Group has set itself four initial aims: to contribute to the development and establishment of media research standards in Europe; to advise the European Commission on all matters relating to agencies' use of statistics; to act as a source of information on agencies' research needs for other interested parties; and to contribute to the compilation of reliable and comparable statistics for advertising investments in Europe.

"There is a genuine desire to improve the quality of media research in Europe," explains Media Research Group Chairman Jane Perry of Young & Rubicam.

"We are in a position to offer advice to media research providers and as individuals, we can inform our own agency networks of what they should be looking for in media research," she adds.

Agencies involved in the initiative are Saatchi & Saatchi, Leo Burnett, Grey International, Y&R, Ammirati Puris Lintas, Lewis Grace Bozell, Zenith Media, J. Walter Thompson, TMP, Media Italia, Abbott Mead Vickers, D'Arcy Masius Benton & Bowles, the Danish Association of Advertising Agencies and the Institute of Practitioners in Advertising.

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