Wavemaker and Ogilvy partner to create an Effectiveness Lab in India

GroupM's content agency Wavemaker has joined forces with Ogilvy to create an Effectiveness Lab which will leverage data to find out what drives effective communications across consumer interaction platforms.
Effectiveness Lab will be exploring the subject of branded content to figure out how consumers respond to various content and creative strategies. 
CVL Srinivas, country manager, WPP India and chief executive officer (CEO), GroupM South Asia said the move was part of the group's focus o