NEWS2 September 2008

NMA staffs up for increased research workload

Newspaper Marketing Agency expands to meet growing demand for ad effectiveness studies

UK— The Newspaper Marketing Agency (NMA), the organisation created by national newspapers to promote print advertising, has announced new appointments off the back of increased demand for its ad campaign effectiveness studies.

The NMA’s communications controller Tom Lynch told Research that the agency had so far carried out around 25 studies of 1,000 consumers to measure the brand impact of various print ad campaigns, working in partnership with advertising research specialist Millward Brown.

Lynch said the surveys are proving popular with advertisers and as a result the NMA has recruited more staff and moved existing employees to new roles within the organisation to handle the larger research-based workload.

“The more information and insight we gain, the more we can take to advertisers. Advertising accountability is the key,” he said.

Judy Harman has been promoted to planning director to lead the expanded research resource, with Philipa Stanners joining from broadcaster ITV as consumer insight manager.

Author: James Verrinder

Related links:

Newspaper Marketing Agency unveils ad planning tool