is part of 38th Floor Unlimited, a group of research companies that also includes strategy agency Spring and Tuned In, which specialises in youth markets.
Blades is joined at the agency by Stephen Phillips, who has 15 years of international research and was founder of Spring, sister agency of Mesh.
Mesh aims to help clients understand how integrated marketing campaigns work. It will work on tracking, evaluation, pre-testing and creative development. A new tool called Touchpoints Return On Investment has been developed to help advertisers evaluate media spend, scheduling and the effectiveness of creative executions almost immediately, instead of waiting for results.
Blades said: "Traditional tracking studies have shaped our views on how communication works. We believe that the insights we are discovering with TROI will be instrumental in challenging these views, throwing a new perspective on how to market to consumers in the 21st century."
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