4 years after the World Federation of Advertisers first published its 'Blueprint for consumer-centric holistic measurement' it has launched a website to provide supporting cases and an overview of progress made to date. The progress map shows that initiatives are underway in Brazil, the US, Japan, Australia and, closer to home, in the UK, France, Germany, Italy and Poland. That's a start! But, none of the projects is yet really making it to the Blueprint standards of being fully holistic. With 'Apollo' having exploded, 'Touchpoints' seems te be most advanced example so far.

By creating this website the WFA is certainly pushing the industry to action. And the WFA is willing to help: 'In addition to the content on this website, we are in the process of co-creating ‘starter-packs’ with the owners of existing projects to help new markets cut down on the process of trial and error.'

I wonder if that will help to take away the 'not invented here' syndrome that is still ruling in media research land?

(Download my article "Media or consumer centric research. Is there really a choise to be made?")

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Posted on: 11/07/2008