O&M teams up with business school for ad research project

Ogilvy & Mather is joining forces with the London Business School to launch a research programme focusing on advertising.

The year-long study, backed by the Ogilvy Foundation, will be carried out by professors at the school.

Nader Tavassoli, the associate professor of marketing at the London Business School, will oversee the initial project on how time and place affect the way consumers react to advertising.

Shelly Lazarus, the chairwoman and chief executive of Ogilvy & Mather Worldwide, said: "We know consumers value advertising most when they get the right message at the right time - but just when and how that moment occurs has always been hard to predict. Figuring this out will be of enormous value."

The Ogilvy Foundation was established in 1999 following the death of David Ogilvy, the founder of the worldwide Ogilvy organisation.

It provides funding for advertising research initiatives around the world, including a project at the Columbia Business School in New York.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).