MediaBuyerPlanner: NBC U is pulling together a council of ad agency executives in the research, strategy and media buying fields in the hopes of developing and fielding primary research that will lead to better insights and smarter media marketplace decisions.
The move is an acknowledgement of the fact that advertisers are asking for neutral, actionable research about their media partners, and that agencies generally don’t have the financial resources to fund such research themselves, writes MediaPost.
Top executives at 15 of Madison Avenue’s largest shops have joined the council, with more expected. Possible projects that have been explored include cross-platform research and engagement, as well as “a great deal of interest in looking at the value of mass advertising as a strategy,” according to project head Debbie Reichig, NBC Universal svp-market development.
The group does not yet have an official name, though Carat’s Shari Anne Brill suggested the Council of Industry Knowledge.
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- CMO Council: Companies Lack Customer Insight and Intimacy
