Establishment of the Polish JIC for single-source media measurement nearing completion!
Koalicja Marketerzy dla Lepszych Badań (The Coalition of Marketers for Better Research) and Stowarzyszenie Komunikacji Marketingowej SAR (Association of Marketing Communication SAR) together representing marketers and media agencies, set up the Marketers & Media Agencies Committee. (M & MAC). In the future, M & MAC, in cooperation with the media representation, will manage single-source media research on the Polish market.
Koalicja Marketerów dla Lepszych Badań (The Coalition of Marketers for Better Research) was established by marketers affiliated to IAA Polska. As an initiative, it integrates all advertisers involved in achieving the common goal - of a new standard of media measurement, which is supposed to help eliminate inefficient costs of communication with the market and increase ROI.
Nearly 70 entities are Coalition's members. A 12-person Steering Committee coordinates its work. They represent the following BNP Paribas, Henkel, ING Bank, Jeronimo Martins, L'Oreal, mBank, Maspex, Mastercard, Mondelez, Philips, Polpharma, VW Group.
The creation of M & MAC is the penultimate step to create the Polish equivalent of the Joint Industry Committee (JIC). This project is aimed to implement single-source media research on the Polish market. The following members of the joint representation within M & MAC are:
One representative of all six international advertising groups operating locally, including Dentsu, Havas, IPG Mediabrands, Omnicom, Publicis, and WPP;
One representative of off-network media agencies;
One representative per nine most significant and vital industries for Marcom in Poland. They will be selected among Koalicja Marketerzy dla Lepszych Badań's members;
Stowarzyszenie Komunikacji Marketingowej SAR (Association of Marketing Communication SAR) represents the contracting part at the JIC.
All crucial parts of the undertaking (media, marketers, and media agencies) desired to establish the Joint Industry Committee on the Polish market – said Rafał Jakubowski, the board member of IAA Poland. From the beginning, our organization advocates and supports the entire industry's integration around the topic of single-source media research.
JIC's primary purpose is to organize the research in the following aspects - management of the panel research (recruitment and its' implementation) and distribution of its' results in consultation with Krajowa Rada Radiofonii i Telewizji (the National Broadcasting Council). The organization is also responsible for financing these activities.
The final step in JIC's creation is to formalize an organization consisting of M & MAC and entities representing individual media, including Polskie Badania Internetu (Polish Internet Research), MOC TV, and radio broadcasters. Until then, all interested parties (media and M & MAC) agreed to start negotiations on the JIC structure. M & MAC has already delegated factually prepared representation to participate in this process.