Wurtzel Seeks to Grow New Measurement Group

Geoffrey Precourt

Geoffrey Precourt is reporting from New York throughout Advertising Week 2009.

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Alan Wurtzel, NBC Universal president/research and media development, used the forum of the Advertising Research Foundation's "360 Media and Marketing Super Council" to appeal to marketers to join media companies and advertising agencies in reforming research practices.

A Coalition for Innovative Media Measurement (CIMM) that had worked quietly for 18 months before an announcement in early September 2009 revealed the identity of 17 charter members. These included seven media companies (CBS, Discovery Communications, NBC Universal, News Corp., Time Warner Inc., Viacom and The Walt Disney Co.), four advertising agencies (GroupM, Interpublic Group's Mediabrands, Omnicom Media Group and Starcom MediaVest Group Worldwide) and three major U.S. advertisers, AT&T, Procter & Gamble and Unilever.