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Craig + Faber = (ERm)

Craig + Faber = (ERm)

Joseph Craig from Nielsen’s market research firm NRG and Gary Faber from The Weinstein Company are launching (ERm), a new entertainment custom research and marketing consulting film for film, TV, Broadway, video game, publishing and music companies. Based in New York City, the duo are targeting studios, independent producers, on and off Broadway and other North American entertainment companies.

They are hoping to find clearer ways of telling marketers what audiences want.

“ERm’s goal is to take the guesswork out of a campaign by providing facts based on hard numbers, giving executives the information they need to make sound decisions,” they said in a statement, noting that they will both high-tech tools and traditional methods to serve clients.

“In a marketplace where dollars don’t go nearly as far as they used to and audiences are increasingly fragmented, the timeliness of audience feedback has become an essential component to any successful campaign,” Faber said, in a statement. “We want to take decision making out of the bubble in which it currently exists,” Craig said, in a statement. “Instead, we intend to discover what the market place is asking for, and then figure out the best way to deliver what audiences want.”

Gary Faber spent 12 years at Miramax then The Weinstein Company, recently serving as head of marketing. Craig was EVP and General Manager of Nielsen’s NRGi, which he founded in 2004.

For more info, visit the company’s website.

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