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OTX and MediaBrands' IPG Emerging Media Lab Form Alliance to Bring Research and Media Immersion Experience Together for Clients

Posted on: Tuesday, 21 April 2009, 10:59 CDT

Category Leaders Partner to Bring Data to Life and Drive Better Insights.

LOS ANGELES, April 21 /PRNewswire/ -- OTX, the global consumer research and consulting firm known for developing innovative research methodologies, today announced the formation of a strategic alliance with IPG's Los Angeles based Emerging Media Lab (EML), the consumer technology immersion lab designed to keep agencies and marketers ahead of the digital curve. This strategic alliance brings together two industry leaders dedicated to helping advertisers understand how to utilize the ever-expanding variety of media content and platforms to create unique brand experiences.

"We build our business in parallel with the evolving lifestyle of today's digitally driven consumer," said Shelley Zalis, Founder and CEO of OTX. "As consumers enthusiastically embrace, alter, and now ultimately participate in making and marketing the brand and media experience, we're investing in new ways to more intimately tell that story. Our strategic alliance with the Emerging Media Lab's immersive, natural environments is another unique and innovative way to fulfill our promise to provide better, deeper insights and strategic guidance for our clients."

Lori H. Schwartz, Director of the IPG Emerging Media Lab said, "The Lab was built as a space for marketers to interact with experts while experiencing emerging technology through the eyes of their consumer audience; whether they're experiencing the gaming consoles in our gaming room or understanding the latest opportunities in our living room. Combining the Lab's qualitative expertise and one-of-a-kind lab space with OTX's research capabilities is an alignment that makes sense as the industry strives to provide deeper and more meaningful insights that can translate into real world marketing solutions."

With growing marketer interest in the strategic use of emerging media in integrated marketing campaigns, OTX will engage the EML to add real-life context to the insights it provides clients. The Lab's state-of-the-art facility will allow OTX clients to observe and connect with how and why consumers interact with emerging media technologies and content; particularly how advertising in these media platforms attracts and engages audiences.

"The IPG-OTX partnership offers the better of two worlds," said Beth Coleman, Vice President of Audience Research for MTV Networks' Entertainment Group who recently conducted a project with the partners encompassing the Comedy Central and Spike brands. "It allows clients to conduct research in a space uniquely situated to all forms of new media, and have it run by OTX whose experience and innovative approach yields new and unique insights. I recommend the IPG-OTX partnership to any client looking to conduct innovative qualitative or 'qual-quant' research into how today's consumers are interacting with ever-evolving media platforms."

Under this strategic alliance, OTX will have full access to the EML for hands-on research, expert input and the ability to feed qualitative insights to its numerous media-related syndicated research products and services such as LMX: The Longitudinal Media Experience Study, a syndicated product that continually tracks consumers' comprehensive multi-media behaviors and attitudes, and MediaCEP, the first-of-its-kind research solution to pre-test the individual and synergistic effects of advertising across multiple channels.

"With media options in a dynamic state of change it is critically important to understand how advertising engages consumers in the context of these new media," said Bruce Friend, President Client Development OTX. "We plan to further evolve and integrate our learning from LMX and MediaCEP into the Media Lab's unique approach to tell an even better story to our clients of what's going on across the media landscape."

OTX and IPG will also issue periodic White Papers and Reports based on the findings from their collaborative studies. As part of this alliance, IPG will also have access to all of OTX's industry-leading syndicated research products and services, such as TV Dailies, Movie Dailies, GamePlan for the video game industry, ConsumerMaps and others.

About OTX:

OTX (www.otxresearch.com) is a global consumer research and consulting firm specializing in innovative, cutting edge research products and analysis for the marketing, entertainment and advertising communities. OTX's range of approaches, products and services leverage technological expertise with extensive traditional marketing and advertising research experience to uncover deeper and more profound consumer insights. This unique suite of state-of-the-art products and services reach and engage today's digitally-driven global consumer more effectively, and yield more relevant and honest data. In just eight years OTX has become the 20th largest research agency in the U.S. (24th largest globally) with offices in London, Los Angeles, New York, Cincinnati, Miami, and Chicago with strategic partners in Germany, Russia, Japan, Australia, and Mexico.

OTX is on Facebook (http://www.facebook.com/pages/OTX/19278977855) and Twitter (http://twitter.com/otxresearch).

About Interpublic Emerging Media Lab:

Located in Los Angeles - at the center of the converging worlds of entertainment and advertising - the Emerging Media Lab, a division of Mediabrands, serves as a nexus for the distribution and collection of creative media ideas. Equal parts "think tank," "real-world proving ground" and "change enabler," the Emerging Media Lab is the center for marketing innovation for agencies and marketers. Built as both a physical space where agencies and clients can immerse themselves in the latest technologies, as well as virtual space complete with a blog newsletter and an online repository of thought leadership, the Emerging Media Lab is fully-equipped to test new media and marketing innovations. The Lab's in-house staff of emerging media experts is fully dedicated to fostering true marketing breakthroughs in the media landscape.

OTX Media Contact: Tom Harbeck 212-524-8231 tharbeck@otxresearch.com

SOURCE OTX Research

Source: PR Newswire

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