PMX New Zealand joins as a sponsor of Ehrenberg-Bass to drive research capabilities

Publicis Media Exchange (PMX) New Zealand has announced it has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science.

The Ehrenberg-Bass Institute is a global leader in evidence-based marketing, and through joining as a participator in Ehrenberg-Bass Sponsorship (the Ehrenberg-Bass Institute’s marketing research and development program), PMX New Zealand ensures foundational marketing knowledge becomes a key pillar of the PMX Research platform.

Built by PMX ANZ, Publicis Groupe ANZ’s media investment and intelligence practice, the PMX Research platform is focused on moving beyond media metrics to drive client outcomes.

PMX New Zealand’s sponsorship of Ehrenberg-Bass will provide a layer of academic rigour over the PMX Research investigations by allowing the team and media agencies MBM New Zealand and Spark Foundry New Zealand to connect directly with the Institute’s researchers and its research. The sponsorship will ultimately yield more comprehensive and insightful findings, establishing best media practices and insight for clients.

The drive to establish evidence-based marketing throughout PMX New Zealand is being led by PMX’s Head of Media Intelligence ANZ, Rowena Newman, and Shruthi Babu, who joined in September 2023 to lead the media research capability within PMX ANZ’s media intelligence team.

Says Anthony Ellis, managing director for PMX Australia and New Zealand: “Our sponsorship of the Ehrenberg-Bass Institute is part of our continued focus on driving real outcomes for clients. I am excited by the potential to accelerate how PMX ANZ leverages our scale to deliver benefits for our agencies and clients. With Shruthi Babu’s background in measuring media effectiveness at Nielsen and Rowena Newman’s in senior marketing and client-side media roles, PMX ANZ has built a research platform that elevates it to be a trusted advisor for Publicis Groupe agencies and our clients.”

Says Kate Grigg (pictured above), head of PMX New Zealand: “Although campaign data is measurable, it still requires transformation into meaningful outcomes. At PMX Research, our vision is to unlock the genuine media value for our clients through data-driven analysis. Our sponsorship of the Ehrenberg-Bass Institute enhances our ability to translate this data into actionable insights that benefit Publicis Groupe clients. This commitment to driving continual innovation ensures that our strategies remain relevant and effective.”