Four partners with long-time ties to the world of brand communications are joining forces to form Ad ROI Inc. On the list of heavyweights are Dan Reynolds, Adrian Sark, Chris Coleman and Rupert Brendon. The foursome will coach advertisers and agencies on how to increase their ROI in brand communications, offering training and proprietary services addressing everything from accountability and performance evaluation to relationship management and productivity.
Brendon, who will join Ad ROI when he officially steps down from his post as president and CEO of the Institute of Communications and Advertising in January 2007, says the partnership will ‘help people with the crucial decisions’ in pumping up ROI.
The new company is built on the foundation of Sark & Reynolds. Sark, one of the CASSIES founders, said the new alliance is ‘a natural evolution for all of us because we have had a personal and professional association for over 30 years. I was Rupert’s client at P&G. Later, Chris Coleman and I created a brand asset management system at Canada’s largest confectionary company, and for the last 10 years, Dan Reynolds and I have consulted with many of Canada’s largest advertisers.’
