Omnicom Media Group inks UK sponsorship with Ehrenberg-Bass Institute

Omnicom Media Group inks UK sponsorship with Ehrenberg-Bass
Professor Byron Sharp speaking in a fireside chat with Hearts & Science CSO Simon Carr.

Omnicom Media Group has agreed a UK sponsorship of the world’s largest centre for research into marketing, the Ehrenberg-Bass Institute for Marketing Science.

OMG UK is the only media agency group in the UK and Europe to currently sponsor the Institute. Earlier this year Publicis Media agreed a similar regional partnership in Asia-Pacific.

Led by Professor Byron Sharp, one of the world’s best known marketing researchers and author of How Brands Grow Ehrenberg-Bass is an independent, non-profit, research Institute that aims to advance marketing knowledge and “teach marketers how marketing really works”.

Sharp said: “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 programmes, including PhD and Masters by Research degrees.”

As part of the deal, the media-agency group will gain the Institute’s latest research ahead of the rest of the industry, alongside direct access to around 65 marketing scientists at the organisation.

Simon Carr, Hearts & Science chief strategy officer, said that the agency had already put the Institute’s knowledge into practice through its development of its Category Entry Points tool which it had used for National Lottery operator Allwyn.

OMG UK and the Ehrenberg-Bass Institute kicked off the relationship this week with an in-person event hosting a fireside discussion with effectiveness expert Professor Byron Sharp.

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