Omnicom claims the unit is the first of its kind to determine "return on influence" for brand equity in the short- and long-term.
It is up and running in Asia-Pacific as well as Europe and the Americas.
The new unit's London-based global MD Sally Dickerson, explained: "The role of brand communications planning is to create, integrate, direct, magnify and measure each element of a communication plan to help the brand achieve its business objectives. It is important for us to clearly identify the forces and influences across channels, so we can maximise our client’s communications effectiveness."
It is up and running in Asia-Pacific as well as Europe and the Americas.
The new unit's London-based global MD Sally Dickerson, explained: "The role of brand communications planning is to create, integrate, direct, magnify and measure each element of a communication plan to help the brand achieve its business objectives. It is important for us to clearly identify the forces and influences across channels, so we can maximise our client’s communications effectiveness."
BrandScience is a revamped and extended incarnation of OMD Metrics, an econometric modeling division which will sit within the BrandScience network.