FCB brings brand measurement tool to AP market

HONG KONG: FCB will roll out a new proprietary research tool in Asia which the agency claims goes a step further than traditional customer relationship management offerings. FCB Hong Kong managing director, Margaret Kennedy, claimed Relationship Monitor focused on how relationships are built between brands and people. "What this new research proposes is not just CRM but the next step, which is customer brand relationship," said Kennedy. Kennedy said Relationship Monitor would be able to measure the intensity and the nature of customers' relationship with a brand over time. Gary Tse, FCB Greater China chairman and chief executive, said: "The measurement part is the most important component because it will help marketers determine where their brand stands among its competition, and to formulate an action plan to drive that brand to a more desirable position."

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