PMX Australia & New Zealand Partners With Ehrenberg-Bass To Drive Marketing Effectiveness Capabilities

PMX Australia & New Zealand Partners With Ehrenberg-Bass To Drive Marketing Effectiveness Capabilities
B&T Magazine
Edited by B&T Magazine



Publicis Media Exchange Australia & New Zealand has announced a partnership with the Ehrenberg-Bass Institute for Marketing Science, as a key pillar of the PMX Research platform.

Built by PMX, Publicis Groupe’s media investment and intelligence practice, the PMX Research platform seamlessly connects media metrics with client outcomes, empowering PMX to excel not just in audience, channel and campaign delivery but also to benchmark campaign outcomes.

As a global leader in evidence-based marketing, PMX’s partnership with Ehrenberg-Bass in Australia and New Zealand will provide a layer of academic rigour over the PMX Research investigations by allowing the PMX team to connect directly with the Institute’s researchers. This will ultimately yield more comprehensive and insightful findings, establishing best media practices and outcomes for clients.

The partnership is being led by PMX’s head of media intelligence, Rowena Newman, and Shruthi Babu, who joined in September 2023 to lead the media research capability within PMX’s media intelligence team.

“Our partnership with the Ehrenberg-Bass Institute is a result of our continued focus on driving real outcomes for clients. I am excited by the partnership’s potential to accelerate the transformation of how PMX leverages our scale to deliver benefits for our agencies and clients. With Shruthi Babu’s background in measuring media effectiveness at Nielsen and Rowena Newman’s background in senior marketing and client-side media roles, PMX has built a research platform that elevates it to be a trusted advisor for Publicis Groupe agencies and our clients,” said Anthony Ellis, managing director for PMX Australia and New Zealand.

“Just because campaign data is measurable doesn’t make it meaningful, and our vision for PMX Research is to clearly identify where true media value lies with respect to marketing outcomes. The Ehrenberg-Bass Institute partnership is vital to our vison as a means to continually provoke and challenge our thinking for the benefit of all Publicis Groupe clients,” said Rowena Newman, head of media intelligence for PMX.




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