Phoenix MI Buys Nielsen Ad Impact Tools

Full-service ad and brand researcher Phoenix Marketing International has announced the acquisition of Nielsen's TV Brand Effect (TVBE) assets, which help clients measure the 'memorability and quality' of ad campaigns.

Nielsen will retain its other Brand Effect assets, including mobile and PC measures. Phoenix says the buy expands its 'already significant presence' in the media and CPG sectors. The firm also works extensively in the automotive, financial services, healthcare, technology, restaurant, and travel & leisure sectors.

Phoenix President Martha Rea (pictured) says the acquisition 'will assist with the rapid expansion of PMI's worldwide product/service offering for clients', adding: 'Access to both Nielsen and PMI databases allows the advertising consultants to conduct extensive analytics and bring unparalleled insights to our clients'. Jaime Hodges, EVP of Phoenix Ad and Brand Solutions, comments: 'TV Brand Effect's ability to track and optimize program placement complements our end-to-end AdPi platform. This equips clients with a one-stop solution for the most timely and accurate information to make decisions along the campaign continuum - pre-launch, in-flight, as well as a second-to-none intelligence building resource to inform future campaigns'.

Web site: www.phoenixmi.com .