Billetts to launch global media effectiveness initiative

LONDON - Media auditor Billetts is launching a global initiative to help advertisers improve their media and marketing effectiveness.

The service, Billetts Connections, which has been developed in response to growing concern over outdated media trading currencies, will give advertisers regular access to new media-based research.

Headed up 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 respective 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."

Billetts Connections will be integrated into the auditor's existing worldwide offices and will include between three and four studies each year on a range of subjects, including radio and magazine effectiveness.

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 we can also offer our customers the chance to participate in the design of research studies that deliver better links between marketing decisions and business results."

Green began his media career at Saatchi & Saatchi. From there he joined Carat to manage its European research business.

After a spell at Nielsen he joined Zenith, where he lead its research operations in Asia before relocating to the US with OMD.

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