Billetts signs Hudson River Group tie-up

Media effectiveness consultancy Billetts has launched a business dedicated to measuring marketing and advertising expenditures and optimising their impact on sales.

Through an alliance with New York-based Hudson River Group, the new business – Billetts Marketing Sciences – will have access to the US company’s database of consumer information covering all types of marketing including sponsorship, pricing and store promotions. The alliance marks the withdrawal of Hudson from direct involvement in the European market.

Billetts chairman John Billett warns that marketing is under increasing pressure to prove its effectiveness in the face of recessionary trends and the increasing efficiency of other aspects of business such as supply chain, production and sales.

He says: “It has become clear that the optimisation of media buying efficiency and marketing effectiveness are two distinct strands of our customers’ objectives. Billetts Marketing Sciences will allow us to deliver the more comprehensive service our customers now demand.”

He adds: “The tie-up with Hudson has helped us in the areas of pricing and in-store promotion, and their relationship to advertising.”

Billetts has been measuring the effectiveness of marketing for clients for the past three years, generating an annual income of about £800,000 from it. Clients include Camelot, Halifax, Vodafone and Müller.

Billetts will continue to measure media efficiency through sister companies The Billett Consultancy and Barsby Rowe, which account for £4.5m in fee income.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here