The company will be called 3M3A reflecting its six core competencies;
Media, Measurement, Management, Audiences, Audit and Analysis.
A third partner will be joining the company at a later date, bringing additional experience from the commercial and planning environment in developing markets as well as broadcaster experience.
Robert Ruud’s background is with the national statistics agency Norway Statistics, public service broadcaster NRK and working with media statistics and TAM data at Gallup in Norway. He is well known as an advisor and consultant in a wide range of markets from Scandinavia, the Middle East, Eastern Europe and South Africa.
Speaking about the launch of 3M3A Robert said: “The industry is increasingly looking for assurance as it faces new challenges, and there is not always agreement. We think that bringing practical experience and expertise to the table is going to be helpful for organisations and companies seeking independent but realistic advice.”
Christopher O’Hearn, who recently set up and headed tview, the first large-scale TAM system in the Arab world added: “Many countries face unique challenges in setting up and managing these systems compared to established and developed markets. 3M3A aims to recognise that it’s sometimes necessary to adapt to problems and develop new solutions.”
3M3A will offer a full range of support to companies and organisations involved in media and audience research, ranging from specification development, RFPs and tenders through to project management, vendor negotiation and analysis, audit and evaluation of operational systems.
The company will be headquartered in London and operate from regional bases in Europe, the Middle East and Africa.
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