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Online, Offline Researchers Form Partnership

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NEW YORK Internet research company Dynamic Logic has teamed up with research consultancy Millward Brown to measure the effectiveness of multichannel marketing efforts, using both online and offline media vehicles.

As a part of the nonexclusive partnership, Millward Brown will use Dynamic Logic's tools to enhance its online advertising and brand evaluation research programs. In turn, Dynamic Logic will have access to Millward Brown's team of advertising and branding experts.

The two New York-based companies also will work together to help develop industry standards for online advertising and marketing effectiveness metrics.

"As traditional marketers move further into the online space, we know from our clients that there is a demand for more flexible and comprehensive solutions to assess their overall marketing communications programs," said Mary Ann Packo, chief marketing and client service officer at Millward Brown.