The Fame Ratings, derived from a project by BBH licensed to ITV, offers practical insights into how television impacts fame and how advertisers can develop their brands using television as a medium.
The research aims to answer four key questions including: "How famous are different brands?"; "What are the constituent part of fame?"; "What's the link between fame and business success?"; and "How do different communications channels drive fame?"
Nigel Bogle, chief executive of BBH, said: "Fame is an important springboard to the success of marketing campaigns and television drives fame like no other medium.
"The Fame Ratings will help us further understand the dynamics that drive fame and to clearly demonstrate the link between fame and business success."
Earlier this month, BBH resigned from the £4m ITV creative account after holding the business for more than three years. ITV marketing director Clare Salmon said the creative account will be handled by ITV's roster of small agencies for the time being, although a formal review may follow.
BBH resignation of the account followed Starcom Motive's decision to resign the £10m media planning and buying account. A review of that business is now under way with Manning Gottlieb Media, MindShare and ZenithOptimedia pitching for the account.
The Fame Ratings will be launched at an event hosted by the IPA in May.
In November last year, ITV first unveiled The Values of Fame marketing programme.
The campaign launched with a free book rolled out across the advertising community, designed and created by WPP Group's relationship marketing agency rmg:black cat.
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