Advertising researcher to set challenges to capital agencies

A FORMER vice-chair and executive planning director of advertising giants, Saatchi & Saatchi, is in Edinburgh today to share her research on how best three different strands of the advertising world – marketing, procurement and creative agencies – could work together.

Marilyn Baxter’s ‘Magic and Logic’, launched earlier this year, is an attempt to establish best practice among the strands, and was published jointly by the Chartered Institute of Purchasing and Supply, the Institute of Practitioners in Advertising, and the Incorporated Society of British Advertisers.

Baxter has spent over 30 years in advertising planning and research. She recently retired as chair of the advertising research specialists, Hall & Partners, and before that spent 15 years at Saatchi & Saatchi.

She was the author of the first IPA report on women in advertising. She is a Fellow of the IPA and a full member of the Market Research Society.