Abstract:

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, six major European automotive manufacturers have combined financial resources to form a multi-client programme, the Brand and Advertising International Tracking service from TNS.This paper focuses on the original requirements of just two of these companies (Renault ; Peugeot) at the start of the partnership. The paper demonstrates that this type of partnership is achievable and offers a win-win solution to constraints faced by both parties.