As its first project, Ebiquity has been tasked with assessing the various effectiveness models that are available to advertisers with the aim of educating ISBA members and raising industry standards.
Ebiquity’s appointment comes just weeks after it criticised ISBA’s media agency framework, which was created with the accountancy firm PwC.
ISBA said that this strategic alliance was “planned to be the beginning of a long-term relationship” with Ebiquity.
Phil Smith, director general of ISBA, said: “Improving effectiveness and ROI for advertisers is one of ISBA’s key goals and is set out in our manifesto. We believe our partnership with Ebiquity will important in achieving this and we look forward to delivering more insight and knowledge to our members”.
Michael Karg, chief executive of Ebiquity, warned that the pressure for accountability of marketing investment increases means that “evidence-based marketing is becoming critical for today’s marketers.
Of the partnership with ISBA, he added: “[It] will enable us to jointly elevate knowledge levels, develop innovations and formulate standards for the benefit of ISBA members and our clients.”