The BrandScience network, which continues to service OMD Metrics clients as well as OMD and PHD group agencies, offers services aimed at providing marketers with more measurable information regarding their campaigns.
Huw Griffiths, head of Brand-Science in North America, said the move was partly a result of client demand: “In order to ensure their budgets are being spent in the best possible way, our clients are asking us to look at a wide range of sales and marketing drivers. Price changes, line extensions, seasonality and economic shifts are things they have been unable to measure in the past.”
The BrandScience model will operate across all channels, from traditional media and direct marketing to ad-funded programming, sponsorship, experiential events and word of mouth.
BrandScience, which utilises qualitative and quantitative tools, identifies key influencing factors on brands and their relative contribution to long-term sales.
OMD Metrics, which ran econometric modelling projects for OMD and other clients, will be absorbed into the BrandScience network.
The launch of the BrandScience unit comes less than six months after OMD introduced its new planning positioning, Influence, in a bid to better understand consumer behaviour and search psychology.
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