Omnicom Media Group (OMG) has entered into a sponsorship agreement with the Ehrenberg-Bass Institute for Marketing Science in a bid to further the discipline.
The agency is currently the only UK or European outfit to sponsor the institute, which will now provide OMG with its latest research ahead of its market competitors.
Based at the University of South Australia and led by Prof. Byron Sharp, OMG says that its sponsorship of the institute illustrates its commitment to full funnel audience insight, innovation, inspiring change and delivering transformational growth.
“This first-mover sponsorship further enables OMG agencies to drive competitive advantage for our clients, through exclusive access to industry leading knowledge, research and insights,” Omnicom Media Group UK CMO, Nicki Hare said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“We are proud of the relationship we are building with Byron, Jenni and the Institute, and the application of their findings on the tools we have developed and the conversations they are leading to help drive transformational growth for our clients’ business.”
The beginning of OMG’s sponsorship was marked last week with an in-person fireside chat with Sharp, attended over 60 clients and members of OMG’s planning community. The event focused on the importance of mental and physical availability, category entry points, distinctive assets, and strategy.
Sharp added: “As an independent research institute we rely on support from a broad range of corporations, and we are delighted to have OMG join our family of sponsors.
“Particularly because Media research makes up a large part of our fundamental research programs, including PhD and Masters by Research degrees.”
