New Delhi: GroupM-owned media agency Wavemaker has partnered with creative agency Ogilvy & Mather, to launch Effectiveness Lab in India. The collaboration between the two WPP agencies will develop data-backed communication across consumer interaction platforms. The Effectiveness Lab is a specialist arm which will work in the area of marketing efficacy.

A statement issued by GroupM on Monday said that branded content is the first space the Effectiveness Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats. Apart from branded content, the lab will work on key areas of marketing effectiveness, including research studies.

“At WPP, our focus is to provide horizontality across our agencies and create a seamless structure to provide effective solutions. While we have a wide range of services on offer, the focus of our agencies is on creating efficient solutions to help our brand partners strengthen their engagement with the audience. Launching the Effectiveness Lab as a combined initiative by Wavemaker and Ogilvy is a great example of this," said C.V.L. Srinivas, country manager, WPP India, and chief executive, GroupM South Asia.

The Effectiveness Lab will comprise over 60 people from the existing product team of Wavemaker and the planning team of Ogilvy India. It will serve clients of both the agencies across Delhi, Mumbai and Bengaluru offices.

“At Wavemaker, we connect media, content and technology to drive growth for clients and we understand how effective marketing can be. By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys," said Kartik Sharma, managing director, South Asia, Wavemaker.

“With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness. Ogilvy has always stood for great work that works. The more informed we are, the better we will get at delivering creative effectiveness," said Kunal Jeswani, chief executive, Ogilvy India.

In 2016, French advertising conglomerate Publicis also launched its global innovation facility Drugstore in India offering innovation in the product, process and services space.

Created from the merger of Maxus and MEC media agencies last year, Wavemaker India is a media, content and technology firm handling clients such as fast-moving consumer goods firm ITC Ltd, telecom firm Vodafone, retail chain Shoppers Stop, auto giant Tata Motors, e-commerce platform Myntra and Hero MotoCorp Ltd. Meanwhile, Ogilvy offers advertising and marketing services across media to blue-chip clients, including consumer goods firm Hindustan Unilever, search engine Google, Pidilite Industries Ltd and Tata Sky.