Publicis Media Exchange (PMX) Australia and New Zealand has forged a partnership with the Ehrenberg-Bass Institute (EBI) for Marketing Science to “provide a layer of academic rigour,” over the Groupe’s media investment and intelligence practice arm. The collaboration will allow the PMX team to connect directly with the Institute’s researchers.
The effort is helmed by Rowena Newman, head of media Intelligence for PMX, and Shruthi Babu, who joined to lead the media research capability within PMX’s media intelligence team September 2023.
Anthony Ellis, managing director for PMX Australia and New Zealand, said: “Our partnership with the Ehrenberg-Bass Institute is a result of our continued focus on driving real outcomes for clients. I am excited by the partnership’s potential to accelerate the transformation of how PMX leverages our scale to deliver benefits for our agencies and clients.
“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.”
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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.
“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.
See also: Mutinex CEO says Ehrenberg-Bass Institute sponsorship will benefit industry
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Top Image: Rowena Newman