Taylor Nelson launches tracking tool

Taylor Nelson AGB, the market research giant, has launched an advertising tracking system designed to compete head-to-head with the leader in the field, Millward Brown.

Taylor Nelson AGB, the market research giant, has launched an

advertising tracking system designed to compete head-to-head with the

leader in the field, Millward Brown.



The new system, called BrandVision, taps into the current fad for

tracking consumers’ commitment to a brand, as highlighted by the recent

proliferation of store loyalty cards.



Taylor Nelson claims its facility will reveal how likely consumers are

to switch from their current brand and the factors that motivate

floating consumers to switch their brand loyalties.



Robert Heath, a veteran planner who has held senior posts at agencies

such as Lowe Howard-Spink and WCRS, is the director of BrandVision at

Taylor Nelson. He said: ’The conventional approach to tracking

advertising has been to use shifts in image and awareness as a surrogate

measure for the effectiveness of an advertisement. This approach worked

well while advertising was concerned with communicating simple rational

claims of enhanced performance.



’However, modern advertising increasingly seeks to enhance emotional

values, such as brand personality, and these are almost impossible to

measure with any degree of accuracy.’



Dan O’Donoghue, the joint chief executive at Publicis, welcomed the new

tool. ’It could be very competitive to Millward Brown. It is more

diagnostic, more likely to give you a steer on what to do next and more

likely to foster improved creative work,’ he said.



’The Millward Brown model takes the view that advertising beats people

over the head until they give in, ’ he continued. ’BrandVision takes the

more fashionable line that people are loyal until someone else comes

along and persuades them to be loyal to them.



’I think that agencies will like it. The problem will be to persuade

clients to take it on. It will be hard for Taylor Nelson to break

through clients’ inertia to change.’



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