In his report from WARC Media Research 2008, Admap columnist Manfred Mareck looks back at what he learned from the Conference, discussing issues ranging from the search for a single media currency, if it is possible to prove return on investment and engaging with consumers.

Morning session: the search for a single currency

The conference opened with a 50 minute panel discussion, moderated by the Conference chairman, BBC presenter and analyst Nick Higham. Mark Cross, Communications Planning Director at the COI, Mark Greenstreet, joint Managing Director of Aegis Media, Alki Manias, Managing Director of YouGovCentaur, and Andrew Walmsley, founding partner of online media agency I-Level, were quizzed on key issues concerning the state of the media research industry.

There seemed to be much agreement between the

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