Aegis creates new research division

The new 40-strong insight and evaluation division will be led by joint managing directors Mark Greenstreet, previously head of Carat Insight, and James Northway, formerly head of Data Planning.

Greenstreet said that a key reason for creating AEvolve was the growing requirement for data relating to emerging media.

"Ten or 15 years ago, media agencies were about placing ads in mainstream media," he said. "Obviously, that's still very important, but so is a whole range of new skills that need to be backed by insight and data."

AEvolve's service consists of consumer and media insight, qualitative research, marketing evaluation and the findings of Digibase, Aegis's database that collates information from online campaigns.

Aegis claims AEvolve will enable clients to view the complete picture of their campaigns.

The group, which owns businesses such as Carat, Vizeum, Isobar, Diffiniti and Posterscope, has piloted AEvolve with Intercontinental Hotels Group and the Internet Advertising Bureau.

This article was first published on Media Week