VCCP, Google, Yahoo and Wieden + Kennedy - Agencies and tech firms at the MRS Advertising Research Conference

A report from a 2011 MRS conference. A presentation from VCCP shows that agency/researcher relationships can benefit from the adoption of visual research techniques such as ethnography; W+K and Voodoo suggest that research can amplify - rather than stymie - the creative process, while Yahoo and Google show that online video ad best practices are evolving, with advertisers advised to leveraging the "long tail" of video platforms and skippable ads increasing user engagement.

VCCP, Google, Yahoo and Wieden + Kennedy - Agencies and tech firms at the MRS Advertising Research Conference

Joseph Clift

Click here to read Warc's report on presentations covering media strategy at the MRS Advertising Research conference

Today's market researchers provide their clients with a rich source of information about consumers - gathering insights from an ever-expanding repertoire of sources including ethnography, co-creation and online and social media platforms.

So it is important - some would say essential - for the creative agency to develop a good relationship with researchers if it is to put together an effective advertising campaign. With this in mind, it came...

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