CReATION: Grey Global forms agreement with Nielsen//NetRatings

Grey Global Group's partner companies MediaCom, Beyond Interactive and Grey Interactive have formed an agreement with Nielsen//NetRatings for research into global Internet users, marking the largest agreement formed between the researcher and a communications network. The research is expected to further the development of online advertising campaigns and ecommerce activity. According to Grey, the service is also the first to enable comparisons of target groups who share common characteristics across countries, for example, men aged 25 to 35 in Italy and France who research financial products online, or teenagers in China and Japan who buy the latest fashions online. Mr Adrian King, director of media research and strategic planning for MediaCom and Beyond Interactive in Hong Kong, said: "This research allows us to compare apples to apples rather than apples to oranges as was previously the case. For the first time, we have the ability to evaluate the true target audience of the new global community, audiences that are not limited by physical or political borders. This is a huge asset in planning digital media and a huge competitive advantage for our clients." The research is to be available on a cost-sharing basis between the Grey Global Group companies, including Grey Direct, Grey Healthcare, GCI and APCO. MediaCom CEO Alec Gerster said, "The fact that the deal was done in Hong Kong and will be run out of that market illustrates the agility of our global network in identifying and providing the best planning tools for our client."

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