The move marks a formalisation of its relationships with the continental media consultants it has worked with on analysing European media trends and activity.
The European offices will be staffed by indigenous media consultants and the move is a direct challenge to its competitor Media Audits' place in the market. Pierre d'Aubigny becomes the head of Billetts France in Paris. In Madrid, Claudia Leyva becomes the head of Billetts Iberia. Leyva previously worked at Initiative Media Lisbon.
"There has been an increase in demand by international advertisers for comparable media measurement. This is part of a big international expansion with which we hope to grow the market," John Billett, Billetts' chairman, said.
As part of the collaboration Billetts has produced its first European media forecasts, predicting contrasting fortunes across Europe.
UK advertisers are increasing marketing spend by 5 per cent, while France is predicted to experience stability. Spain has the most optimistic outlook - however, in Germany, a fall in media prices is predicted.
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