Riney Inks Research Deal as Part of Rebound Effort

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LOS ANGELES Publicis & Hal Riney has formed a strategic partnership with Peacock Nine for exclusive agency access to the market intelligence boutique’s BuzzSponge online community of 30,000 consumers in an effort to gain unique insights for its clients and an edge in new business pitches.

Despite heartening wins of U.S. Cellular ($75 million, per Nielsen Monitor-Plus), Altoids ($15 million) and Pinnacle Foods ($10 million) this year, agency president and CEO Jamie King is still developing a revival strategy to bring it back from the near-death experience of double-barrel blows, losing HP and Sprint Nextel, its two largest clients.

According to president Brad Peacock, the BuzzSponge online “consumer cabinet,” which the Chicago and Shanghai company has developed over the last six years, allows Riney “infinite learning and continuous, turnkey insight” into consumers not possible from commissioning one-off studies or panels.

Though it ultimately lost to Y&R in its bid to win the Jenny...





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