Burrell Communications, one of the world's largest multicultural agencies, has signed on as a client for the NewMediaMetrics LEAP? data and insight platform, effective immediately, the companies announced.
A brand-strategy and content-alignment company, NewMediaMetrics applies its patent-protected process to quantify consumers' Emotional Attachment? to 400 consumer brands. The process is multi-faceted. It identifies where brand owners can leverage their brands' Emotional Attachment to drive revenues. The process can also identify and link high-value brand segments to the media they watch, follow and engage with most.
The LEAP? platform empowers marketers with deeper insights about the strength of their brands in the marketplace. Using the LEAP? system, (Leveraging Emotional Attachment for Profit), marketers can also identify where weaknesses lie and implement strategies to drive increased revenues among segments highly or moderately attached to their brands.
Burrell will use the LEAP? platform to review year-over-year shifts in media consumption and media attachment across 14 media platforms among African Americans aged 13-64 to determine where various demographic groups within this market segment are best targeted.
Initially, Burrell will have access to brand-to-media Emotional Attachment? data and insight for the cosmetics category, and the agency is considering using other category data.
McGhee Williams Osse, co-CEO, Burrell Communications, said: "We believe in the power that leveraging emotional attachment can bring to our clients. NewMediaMetrics has a unique offering that will help gain a deeper understanding concerning the importance of specific brands to various segments within the African-American community."
NewMediaMetrics CEO Gary Reisman said, "The ad-marketing industry began to realize some years ago the importance of creating separately targeted messaging and media to the African-American community. African-American consumers set trends and styles for the general marketplace. As our first African-American 360 Cross-Platform Study showed in 2012, this consumer segment is also more brand loyal than the general market so it's imperative for marketers to identify and maintain strong relationships with these high-value customers and appropriately allocate marketing budgets based on their true revenue potential."
Burrell Communications Group
Burrell Communications Group is a full-service marketing communications company with offices in Chicago and Los Angeles. Now in its 41st year, Burrell is a leader in understanding and motivating consumer behavior in the African-American and Yurban® markets. The agency represents clients such as: McDonald's, Procter & Gamble, Toyota, General Mills, American Airlines, Comcast, Walt Disney World Resorts, Eli Lilly and Supervalu. For more information, visit http://www.burrell.com
About New Media Metrics
NewMediaMetrics is a marketing optimization company that owns a patent-protected approach to measure Emotional Attachment (EA?) and Leverage Emotional Attachment to Profit (the LEAP? Platform). NMM works with brand marketers to quantify the value of their brands and the added value of aligning their brands with specific TV, digital video and cross-platform media. The company also works with content developers to predict the marketplace value (or audience draw) of content. For more information visit http://www.newmediametrics.net
Kathleen Sampey DiGennaro Communications
P: (212) 966-9525