Interpublic unit sharpens focus
Interpublic Media is launching a research unit fully dedicated to understanding consumer behavior in the areas of entertainment content, media technologies and brands that will be headed by Stacey Lynn Koerner, former executive vp and director of global research integration at Initiative. Based on its proprietary research, the yet-to-be-named division will advise marketers on how to connect with consumers and drive their communication strategies. By understanding why audiences prefer a certain TV show, for example, the new Interpublic group can help advertisers avoid violating the core connection the consumer has with that program, said Koerner, who will head a team of eight consumer-centric specialists as president of the unit. "Consumers are moving fluidly and dynamically through media and content today," she said. "Our challenge is to create brand experiences that move with them in ways that heighten their engagement rather than disrupt it."...
- 2/26/2006
- The Hollywood Reporter - Movie News
Interpublic unit sharpens focus
Interpublic Media is launching a research unit fully dedicated to understanding consumer behavior in the areas of entertainment content, media technologies and brands that will be headed by Stacey Lynn Koerner, former executive vp and director of global research integration at Initiative. Based on its proprietary research, the yet-to-be-named division will advise marketers on how to connect with consumers and drive their communication strategies. By understanding why audiences prefer a certain TV show, for example, the new Interpublic group can help advertisers avoid violating the core connection the consumer has with that program, said Koerner, who will head a team of eight consumer-centric specialists as president of the unit. "Consumers are moving fluidly and dynamically through media and content today," she said. "Our challenge is to create brand experiences that move with them in ways that heighten their engagement rather than disrupt it."...
- 2/24/2006
- The Hollywood Reporter - Movie News
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