CROWD DNA LAUNCHES EFFECTIVENESS WING

Here's our press release on our newly refined effectiveness research offering... Full service research agency Crowd DNA is launching an effectiveness research wing in January 2010. The agency, whose client list includes Channel 4, The Guardian, River Island, Global Radio, Bauer, Dorothy Perkins, MTV, Oakley and the COI, is currently best known for commercial and thought leadership research in areas such as media, fashion retail, technology and entertainment.

The new wing will combine tried and tested effectiveness testing methods with progressive techniques which will target gaining a deeper understanding of, and ability to measure, both levels of engagement and the word of mouth potential of adverts and campaigns. Additionally, Crowd DNA will build on solid experience at developing cross-media metrics.

Crowd DNA has already carried out a major effectiveness study for MTV in Germany, Greece, Switzerland, Korea and China, and is Global Radio’s preferred supplier for all ad effectiveness research. The agency is shortlisted for the Best New Agency Award at the upcoming 2009 Research Awards and its word of mouth research for The Guardian has been shortlisted for the Best Consumer Insights Awards.

The effectiveness research wing will be headed up by Crowd DNA associate director James McLintock. The agency has drafted in Paul Allen, formerly of trade body the Newspaper Society, to manage effectiveness research projects.

Crowd DNA managing director Andy Crysell: “Crowd DNA is well placed to bring fresh perspectives and innovations to effectiveness research. Given our substantial experience at researching word of mouth, we’re particularly keen to make this a greater consideration in research of this kind.”

Crowd DNA associate director James McLintock: “Effectiveness research is often just seen as a bolt-on function designed to retrospectively justify activity. What it should be seen as is an integral part of the campaign; just as much about looking forward as it is about looking back.”