Billetts unveils new media effectiveness research operation

The media auditor Billetts Media Consulting is launching a global initiative to help advertisers improve media and marketing effectiveness.

The service, Billetts Connections, developed in response to growing concern over outdated media trading currencies, will give advertisers regular access to new media-based research.

Headed by Andrew Green, the former head of global research at OMD New York, Connections aims to use media reports to improve the way media owners connect with their audiences.

John Billett, the chairman of Billetts, highlighted increasing advertiser dissatisfaction with media as a major factor behind the initiative.

He said: "As the media landscape continues to evolve, we have to ensure that our customers across the world receive actionable, commercially relevant findings to protect their best interests."

Green said: "I am delighted to be joining Billetts at the start of this challenging venture. Not only will Billetts Connections add value to our existing evaluation and consultancy services, but will offer customers the chance to participate in the design of research studies that deliver better links between marketing decisions and business results."

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