WM3 2008

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WORLDWIDE MULTI MEDIA MEASUREMENT

Using multi media measurement

Shubu Mitra

Abstract

In response to the changing media landscape, marketers have eagerly embraced multi-media measurement but are struggling to appropriately use the rich multi-media information to build brand communication plans. Simplistic media/contact selection strategies based on average results have not delivered the contact portfolio transformation needed. The author will be sharing contact selection strategies that leverage synergies between contact points to assemble a contact portfolio focused on brand business needs.

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Shubu Mitra

Shubu is Director of Marketing Communication Effectiveness at The Coca-Cola Company. He leads Coca-Cola’s global initiatives to drive communication investment productivity and is in charge of strategic efforts to improve the effectiveness of brand communications. Shubu plays a leading role in developing and deploying tools and processes to plan, measure and improve marketing communication performance. He is also part of Coke’s core team charged with developing and implementing the Coca-Cola approach to Integrated Marketing Communication. Prior to joining Coke, Shubu was a consultant with McKinsey & Company and worked with several global clients on brand growth strategy and marketing productivity projects. In his spare time, he enjoys hanging out with his family, sailing and photography.

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