GroupM is to enter into an exclusive partnership with market research agency iReach Insights. The partnership provides GroupM’s Mindshare, MediaCom, MEC and Maxus exclusive media agency access to iReach research and analytics services. Up to now, iReach, run by Oisin Byrne, has conducted regular consumer studies for Dentsu Aegis’s Carat Ireland.
GroupM is part of WPP and its operation is headed up in Ireland by Bill Kinlay, above.
In May this year, GroupM and the WPP-owned poster specialist Kinetic partnered iReach in producing eye tracking and behaviour studies measuring the influence of out of home (OOH) advertising on the buying habits of convenience store shoppers. iReach claims to have consumer and business research panels extending to 50,000 members in Ireland.