WORLDWIDE MULTI MEDIA MEASUREMENT
A great partnership
Robert PassikoffNoel Gladstone
Abstract
This paper presents an internationally validated study proving that the right brand and the right media venue produce increased sales and that it can be measured, before media is bought.
This innovative approach examines two Latin American brands and the effects that can be gained when advertising on a medium that engages consumers, thus reinforcing the brands’ values. In fact, marketers can predictively correlate media selection with increased levels of positive consumer behavior in the marketplace.
Using this approach allows marketers and strategic planners to leverage real brand and media values to accurately identify optimum marketing and media opportunities. From a 21st century media Return-On-Investment perspective it allows the media to present their strengths (beyond appropriate demographics and audience size) as it pertains to offering increased levels of consumer engagement in the advertising and positive behavior in the marketplace.
The model, called Brand-to-Media-Engagement (B2ME), allows marketers and planners to accurately measure the levels of engagement that will result from advertising efforts. This more strategic and effective planning approach turns traditional “targets” into actual paying “customers.” Most importantly, these assessments can be conducted before marketers spend their money, a win-win for all parties!
Robert Passikoff
One of the most sought-after consultants, speakers and thought leaders on engagement and loyalty, Dr. Passikoff has 35 years of experience in brand planning. He has pioneered work in the area of customer loyalty and consumer engagement, creating the Brand Keys Customer Loyalty Indexâ, the Brandweek Loyalty Leaders’ List, the Sports Fan Loyalty Indexâ, and the Women’s Wear Daily Fashion Brand Engagement Indexâ.
His company has developed research and brand positioning programs for such diverse clients as ABC Television, Ann Taylor, Sears, Best Buy, KeySpan Energy, Citibank, Press-Enterprise, Samsung, Burger King, Cablevision, First USA, Toyota, American Express, AVIS, The NFL, L’Oreal, Apple, Shell Oil, Discover Financial, Neutrogena, OfficeMax, Points of Light Foundation, The New York Times, Eventive Marketing, Hakuhodo, Sunoco, The Body Shop, Kellogg’s, Wrigleys, Wyeth Pharmaceuticals, XM Satellite Radio, and the Chrysler Corporation.
His first book – Predicting Market Success: new ways to measure customer loyalty and engage consumers with your brand – was published by John Wiley & Sons in September 2006, and provides marketers with a 21st century perspective on predictive metrics.
In 2004 Brand Keys introduced Brand-to-Media Engagement, a 21st Century sales tool that allows advertisers to select the best medium to place advertising, before spending their money. The model is currently being adapted to provide brands with cross-media usage effects that correlate to positive, in-market consumer behavior. In 2007 the Advertising Research Foundation presented him with their Research Innovator award for this work.
In past lives Dr. Passikoff served as VP, Director of Research for Citibank, EVP, Director of Consumer Perspectives at William Esty, and SVP, Planning Director for Cato Johnson/Y&R, where he created their worldwide “Action Marketing” paradigm. His academic credentials include a Master’s Degree in Communications Psychology from Oxford University and a Ph.D. in Psychology from New York University.
Robert’s impassioned, straight-shooting and profitability-correlated perspectives have found their way to virtually every major media outlet. In 2007 New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.” Robert is currently a contributing editor for Brandweek and Media Daily News, a columnist for Chief Marketer and is a guest commentator for CNN’s The Biz and Market Watch.Currently he is a Guest Lecturer at Northwestern and Columbia Universities, and an Adjunct Associate Professor at New York University.
Noel Gladstone
Noel Gladstone is Vice President of Research and Development for MTV Networks Latin America (MTVNLA), being responsible for leading all research and planning activities for MTV, Nickelodeon/Nick@Nite and Vh1, as well as the company's digital offerings through broadband, wireless and online. In this role, Gladstone oversees all facets of research for the entertainment brands under the MTVNLA umbrella, and supervises a team of research professionals in Miami, Mexico City, Buenos Aires and Sao Paulo. .
Gladstone started his media career in the mid-1980's with SSCB; Lintas & later with Chiat Day, in Sydney, Australia.
In 1990, Glastone returned to London and crossed over from advertising agency to cable & satellite provider, as Head of Research for ESPN, by helping launch and roll-out ESPN, pan regionally across the European market. This was followed by positions at Nickelodeon UK, Nickelodeon International and Turner Entertainment Networks, where he was Vice President of Research and Planning for Europe, Middle East and Africa regions.
Most recently, Gladstone was a strategic research consultant at Viva & Viva Plus Music Channels, based in Cologne, Germany, where he was leading the brand and re-positioning projects for the company.
From Viva in Cologne, Glastone re-connected with MTV Networks Latin America in 2004 bringing him back to the channels as Vice-President of Research & Development, based in Miami, Florida.
Recently, Gladstone has contributed to panel presentations at LAMAC, in Mexico City, with, ‘MTV Viewer Engagement & Transference’, a MTV Viewer study on viewer channel engagement and value, at CTAM Research conference in Tampa with ‘From My Space to Your Place - Beyond the Boundaries’, an overview of Social Networking and digital media developments from a consumer viewpoint, and was also recently extensively quoted by Newsweek Brazil, for his insights on Global Well-Being for Youth, a recent MTV Global study into the effects and influences of Globalization on Youth.
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