Global Advertising and Brand Specialist Phoenix Marketing International  announced the acquisition of research-based advertising consultancy Communicus, which provides insights into how advertising campaigns build brands and motivate purchasing.

Marketing Technology News: Alliance Develops Shared Diversity and Inclusion Goals

“This acquisition will allow us to integrate Communicus’ exceptional longitudinal advertising research system into our end-to-end advertising solutions,” said Allen R. DeCotiis, Ph.D., Chairman and Chief Executive Officer of Phoenix MI. “This powerhouse combination will empower our clients to make smarter advertising and brand positioning decisions and offer an unmatched level of understanding of how advertising works in-market.”

Communicus’ unique System 1-based diagnostic approaches to advertising research enable clients to gain a deep understanding of how all campaign elements are working together to drive in-market results for the brand.

Marketing Technology News: MarTech Interview with Clarence Kam, Chief Product Officer at JW Player

“We are thrilled to be bringing the Communicus capabilities into the Phoenix Marketing organization,” comments Jeri Smith, CEO at Communicus. “The Communicus in-market 360-degree campaign evaluation system is a perfect complement to the Phoenix suite of products, enabling us to provide clients with best-in-class solutions across the entire advertising research needs set.”

Martha Rea, President of Phoenix MI adds, “At Phoenix, we are continuously seeking out ways that we can advance our capabilities and unique solutions to better serve our clients. Communicus’ implicit approach to advertising research will dovetail our existing System-1 framework, Dimensions, to provide clients with profound insights into how their advertising is performing and impacting their brands.”