Mike Underhill founded All Media Count to provide a solution to the vexing problem of how to measure audience sizes when more than one media are used together.
“I worked for years as an advertising researcher, pre-testing and tracking advertising to help companies know if their ads were good or not. One of the most common questions from our clients was “Would the campaign have done better if we'd spent the money differently? What if we have not spent that ten million on TV, but had put some of it into magazine, or internet or outdoor” and so forth. Advertising researchers don't know the answer to this, because it's a media problem. But media planners do not know the answer either, because there's almost no data in China for media other than TV. And outside of China, the question still cannot be answered properly because the data for each of the media are gathered and kept by different companies in different silos. We're bringing it all together.”
Having worked and lived in China since 1996, Mike's knowledge of China's advertising and media research environment is extensive. He has worked at IPSOS, Research International and TNS and his experience covers research product design, implementation, analysis, client service and management of teams in a cross-cultural setting. Mike provides consultation and advice to many leading advertisers in China and he has worked extensively with companies such as Nokia, P&G and Wrigley and he and is a well-known speaker in the ad and media-related research community.
Mike is from New Zealand, is 42 years old and is married with two children. He lives in Beijing.
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