WPP agencies Wavemaker and Ogilvy have partnered to launch an 'effectiveness lab'. The collaboration between the two agencies will see the development of data-validated points-of-view while creating communications across consumer interaction platforms.
The Lab kicks off by looking to explore branded content. It will probe how consumers respond to different content strategies, creative approaches and formats. According to a media statement, "As marketing spends are increased on the creation and deployment of content, it is crucial to bring intelligence to what drives effectiveness in the content space."
CVL Srinivas, country manager, WPP India and CEO, GroupM South Asia, said, “Our focus is to provide horizontality across our agencies and create a seamless structure to provide effective solutions.The focus of our agencies is on creating efficient solutions to help brand partners strengthen their engagement with the audience.”
Kartik Sharma, MD, South Asia – Wavemaker, said, “By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients to make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys.”
Kunal Jeswani, CEO, Ogilvy India, added, “The Effectiveness Lab will throw light on creative effectiveness across new age platforms. With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness.”