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 as no surprise that many of the presenters at Advertising Research, an event organised by the MRS and held in London in July 2011, offered advice on how agencies and researchers can work together productively.

VCCP - using ethnography and co-discovery