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Brian Moore, Research and Strategy
Brian Moore is one of the leading industry experts on advertising
effectiveness and accountability. Brian has made significant contributions
to the development of innovative advertising research at many
of the top global advertising agencies, including True North Communications,
WPP Group agencies Ogilvy & Mather and J. Walter Thompson, as
well as Ally and Gargano. He was also the Vice President/Research
at the Magazine Publishers of America (MPA).
As Director of Research and Strategy for the strategic consulting
group at True North, Brian helped to create a new generation of
marketing mix models, developing strategic plans for Coca Cola,
Federal Express, and General Motors. During his tenure, Brian
partnered with Holding Associates on branding projects for DEC’s
Alpha chip, Bay Communications, and Sega. While at Ogilvy & Mather,
he headed the best practices group as Director of Advertising
Research, where he pioneered Account Planning as a new methodology
designed to insure the effectiveness and accountability of advertising.
At Ally and Gargano, he led the planning of the landmark advertising
campaign for Federal Express.
A founding member of the Marketplace Measurement Committee and
the Copy Research Counsel of the Advertising Research Foundation,
Brian earned a BA in history and an MBA in marketing from St.
John’s University.
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