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.’