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Competitive Media Reporting wants to better integrate its disparate databases into a system that will allow advertisers, agencies and media companies to follow a brand's communications across all media.

Currently, CMR is the industry's leading source for advertiser media spending. But its databases often identify brands slightly differently, making it difficult for users to track their own and the competition's total media strategies.

The plan is to seamlessly integrate the databases and develop software applications that give users an immediate snapshot of a brand's spending and creative message across all media.

CMR has been attempting to do this for the past two years and has made some progress, including the development of its new Ad Detector system. Ad Detector automatically alerts users when their competitors break new campaigns and provides them with overnight tapes and/or storyboards of the commercials as they appear.

But CMR wants to develop additional applications that will provide users with greater insights about brand media and creative strategies.

To oversee the effort, CMR has tapped Joseph Philport, 46, formerly senior VP-corporate research and worldwide director of media research at Young & Rubicam Inc., for the new post of exec VP-national business.

Joining Mr. Philport is Jerry Arbittier, 43, previously VP-advertising services at CMR sister company Radio TV Reports, as VP-research and methodology, a new post.

"Our mission is to track brand advertising across all meaningful media," Mr. Philport said.

He said confusion arises from the varying names used for the same brand in different media databases.

For example, he said local Lincoln-Mercury car dealers are listed under the local dealer's name in CMR's newspaper spending reports, but under Lincoln-Mercury in its magazine database. Calvin Klein Cosmetic Co.'s Obsession is listed merely as Obsession in CMR's broadcast reports, but as Calvin Klein's Obsession in its magazine database.

CMR, a joint venture between VNU and Arbitron Co., hopes to accomplish its initial fine-tuning by mid to late 1995, at which time it will begin developing new applications for advertisers to track brands across media.

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