The joint venture between BLM and qualitative media research company Work Research allows planners to generate ideas and test them on consumers in a live environment.
BLMfission is one of a range of tools within BLM's business planning division, which recently expanded to eight strategists with the appointment of Clay Gill from rival agency MediaCom.
It complements quantitative research tools that include BLMlandscape, an audience analysis tool, BLMreact2, an integrated response measurement and predictive tool, and BLM Red's Premium Knowledge panel, which researches the premium and luxury brand sector.
BLM used the BLMfission technique extensively in its recent successful repitch for the £7m Pathe media account.
It is now using it to identify target audiences for Pathe's future releases, which include Moliere and The Walker.
Chief strategic officer Charlie Makin said: "Ideas are a very powerful currency and anything that helps get better and more relevant ideas is crucial in delivering real performance for our clients. It also gives clients reassurance that innovative media ideas will work."
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