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November 2008: USP Age features the MCA® in an interview with Amitava Chattopadhyay, the L'Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD. In the wake of the current global crisis, the MCA is presented as a tool which can take a 360-degree view of brand contacts from the target consumers' viewpoint and help guide the company in deciding on which contacts to activate and to track the return on brand contact investments. |
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October 2008: Integration's MCA is reviewed in Asian regional business publication. The interview was conducted with James Ng, Integration's Regional Director for Asia and highlighted the importance for accountability in marketing. |
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Download article “Making Impressions Count"
Download article “Measure of Success"
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October 2008: SC Consultants & ROI\Marketing are launching a new concept in enterprise management, combining their expertise to introduce accountability in marcoms. |
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For more information: www.r-o-i-marketing.com
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September 2008: A Holistic View of Consumers by TNS - powered by Integration’s MCA®: Jeni Chapman & Jim Nail, TNS, addressed marketing executives at the latest Adweek / ARF workshop, “People are talking. Are you listening?”, held in New York, NY. They discussed why the contribution of marketing communications could only be understood holistically - by considering not just brand generated, but also consumer generated media. Using Integration’s MCA metrics, they demonstrated how the apparent disconnect between traditional SOV, brand equity and market share measures for leading electronics brands could be resolved if the impact of consumer generated media was taken into account. |
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September 2008: Pierre Gomy, TNS, addressed marketing & communication executives at the forum on Marketing organized by Les Echos in Paris, France, with a presentation demonstrating the variation of the contact points’ influence across several markets – based on Integration’s MCA® metrics - and the necessity to take into account Brand Commitment in IMC planning - based on TNS Conversion Model segmentation. The presentation was providing guidance on how to develop new communication strategies for a fragmented and multi-task audience. |
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Download the presentation [in French]
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June 2008: Mike Bambrick, Executive Director Client Services at Integration, addressed brand marketers at the 2008 Global Brand Think Tank, organized by the International Advertising Association (IAA) UK board, in Hampshire, UK. The presentation discussed the subject of “Hard Wiring for Success”: how marketing companies can systematically measure and improve their marketing communications outcomes, and how they can communicate this to their organizations. We outline five principles that companies can apply to move towards better accountability and improved performance. |
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Click here to view full presentations
Link to the conference’s site
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May 2008: PL Buyer features the TNS Shopper Activation research powered by MCA® in an interview from Jeni Chapman, executive vice president of the Brand and Communication Division at TNS, a world leader in market insight and information. In the context of faster growing spending on shopper marketing, the Retail MCA research is helping to understand which contact points are resonating well with shoppers, to turn consumers in-store’s mindset into market share in the store experience. |
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April 2008: Ad Age features the TNS Shopper Activation research powered by MCA® and presented at ARF by Melinda Smith and James Sorensen, TNS, a world leader in market insight and information. In the context of faster growing spending on shopper marketing, the Retail MCA research is helping to understand which contact points are resonating well with shoppers. While broader audits often lump all shopper marketing into a single bucket, TNS delved into more detail across 19 specific in-store media and tactics for its study, conducted with 552 consumers in February. |
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Download the article
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March 2008: Pierre Gomy and Frédéric Casellas, TNS, addressed marketing executives at the ESOMAR for Automotive, held in Lausanne, the latest MCA/TNS research on the automotive sector. The presentation called “Effectively managing the brand experience” presents an innovative approach and framework, currently developed in close collaboration with Integration™. This approach is treating the issues faced by today’s Marketing and Communication managers in the current context of increasing competition and fast-evolving consumer behavior. |
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© Copyright 2008 by ESOMAR® - The World Association of Research Professionals. This paper first appeared in Automotive 2008, published by ESOMAR.
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March 2008: Oscar Jamhouri, CEO of Integration-IMC, addressed Professors and Students of Certificates Programs at IBMEC São Paulo Business School, in São Paulo, Brazil. The lecture theme was "At Last Making Marketing Accountable!". |
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February 2008: Mike Bambrick, Executive Director Client Services at Integration-IMC, addressed advertising and research executives at the 2008 Media Research Conference, jointly organized by WARC & ADMAP, in London, UK. Integration was asked to address the conference as a company doing some of the most interesting work in the field of Integrated Marketing. |
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Download the presentation *
 Watch the Video *
* re-produced with the kind permission of WARC.
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February 2008: Eric Fredericks, Chairman of Integration-IMC, addressed 300 delegates of the Associació Empresarial de Publicitat*, in Barcelona, Spain [*the Association of Advertising Agencies for Catalonia]. The conference's theme was: "Re-think the basis of communication." His presentation raised the importance of accountability in marketing & communication, an industry where it is crucial to find a way to measure financially the added value of creativity for every activity undertaken. |
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Download the presentation
Watch the Video
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