SEATTLE: Publicis Dialog has convened a group of doctors, dieticians, and food marketers to launch a new research division that will study better ways to communicate nutritional issues to consumers and companies.
The Nutrition Marketing Research Institute will be based in Publicis' Seattle office, and will initially study media trends in the coverage of obesity and weight-loss issues.
"People say they want to eat smarter, but the success of introducing healthier food is decidedly mixed," said Steve Bryant, president of the Seattle office and chief creative officer. "We want to discover insights that can be used to help companies trying to introduce new healthier foods, or deal with an attack on the nutritional value of their products."
Bryant explained that the institute is an independent research effort driven by an advisory board of nutrition experts, as well as the agency's own nutrition and health marketing staff.
Ideally, the institute will assess what kinds of nutritional communications methods work, and will also develop new ways to deliver messages that resonate with the right audiences, Bryant added.