Called the Matrix Effect, it measures brand performance against set objectives and also records consumer response to creative executions.
It involves detailed consumer research to find out which brand images stand out and result in the sale of a product.
The Matrix Effect, using a large consumer panel, asks which consumers saw a brand message, where they saw the message, how many times they saw a message, and whether the images consumers have of a brand are in line with that of the client.
Initiative's idea is that the findings from this research can then be used to create the optimum communications plan for each product, based on consumer reactions to creative and media mix.
The agency claims that the planning system is unique in measuring each component of the media plan as well as the total effect.
Sue Moseley, managing director of Initiative Futures Worldwide, said: "Industry studies measuring, for example, advertising awareness are still predominantly focused on TV advertising and there is a good reason for this. Major problems arise when you want to identify the source of awareness across a number of communication channels."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.