Wurtzel Seeks to Grow New Measurement Group
Geoffrey Precourt
Geoffrey Precourt is reporting from New York throughout Advertising Week 2009. Read his latest stories and analysis atwarc.com/precourt.
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Alan Wurtzel, NBC Universal president/research and media development, used the forum of the Advertising Research Foundation's "360 Media and Marketing Super Council" to appeal to marketers to join media companies and advertising agencies in reforming research practices.
A Coalition for Innovative Media Measurement (CIMM) that had worked quietly for 18 months before an announcement in early September 2009 revealed the identity of 17 charter members. These included seven media...