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 on horizontality.

"While we have a wide range of services on offer, the focus of our agencies is on creating efficient solutions to help our brand partners strengthen their engagement with the audience," said Srinivas.

Kartik Sharma, managing director, South Asia, Wavemaker said: “By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients to make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys.”

Kunal Jeswani, CEO ,Ogilvy India added that, for Ogilvy, this will be about creating more effectiveness from integration.

"With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness. Ogilvy has always stood for great work that works. The more informed we are, the better we will get at delivering creative effectiveness," said Jeswani.

Group M recently acquired Indian creative agency The Glitch to expand into tech-driven communication market.