WPP, Microsoft launch search study

WPP agencies, including Wunderman, BrandAsset Consulting and ZAAZ, will be driving the project to look at the interplay between brands and search engines.

The study will look at WPP clients and consumers globally and its areas of focus include how search engines are changing consumer behaviour, how social marketing impacts the search for brands and the connections between paid search and brand development.

“Today, marketers are spending billions on search engine marketing, primarily as a direct response mechanism,” said David Sable, vice chairman & COO of Wunderman. “We think it’s time to understand how search builds brands differently than traditional media. The connection between brand-building and search marketing is, at best, spotty, and the research we will conduct may help shed light on how brands can tap into search as a brand and market share builder.”

He added: “Ultimately, we hope the findings that come out of this research will help inform media mix strategy for both direct-response and brand-building in the future.”

The findings will be unveiled during Advertising Week in New York in late September.