MEC Access Launches New Measurement Tool

MEC Access, the partnership division of WPP's Mediaedge:cia, will soon launch a new measurement tool under the acronym, ROSE, according to a report today from MediaWeek.

ROSE, which stands for return on sponsorship and events, will be available to MEC Access' clients and will seek to identify the correlation strength between sponsorship activities and purchase intent.

According to the report, ROSE will seek to identify the "relationships between sponsorship activity and the way consumers feel, think and act towards the sponsoring brand."

This sounds like a slightly different take than the typical media measurement research formula, though every agency has their own "proprietary tool" used to measure sponsorships. In reality, the only thing proprietary about many of these tools is the way they're presented in the RFP. We look forward to seeing if Rose can bloom with a truly unique twist on the time honored practice of measurement.