In response to my post on recent moves in the PR Measurement market my colleague Al Barr of Carma International emailed me the following response. I include it verbatim because he's right, I was forgetting about his companies contribution to the industry. He's also mostly right that he's been doing this longer than anyone. I actually started systematically measuring my marketing results in 1984 when I was working for Harris/Farinon, But he started his company first. I didn't start Delahaye until 1986.
I also agree with his point that it is incredibly difficult to figure out what people really do.
Katie your blog today about the Echo Michaelson move prompts this response.
CARMA International has been looking at ways to incorporate traditional and
non traditional research for years. Many years. In fact way before anything
we have ever read or heard about at least in the trade press.
We just haven't found anything out there that is impressive enough to use in
non-traditional ways. Our Canadian partner owns one of the largest
traditional research firms in Canada. We have been working with them and
some other huge research companies to come up with something good and have
not been able to do it yet.
Meantime, other companies in the space tout all their different research
capabilities but when you look at their web sites and marketing materials
its very difficult to ascertain what they really do.
To my recollection, CARMA has been in this business longer than anyone,
since 1984 to be exact. In fact, Echo, as I am sure you know, was a CARMA
company. I also saw that an earlier blog of your points out that Jim
Macnamara is taking a new position as a professor but does not point out
that he has been with CARMA for almost two decades. How could that possibly
We have stuck to our guns about being "global media analysts" first and
foremost We also look at all kinds of traditional and non traditional
research if we think we can help our clients.
If your theory is "you are never wrong, you're just early," then I think
CARMA was the earliest by about 10 years and it surprises me to read your
thoughts without one mention of CARMA.