• by Joe Mandese  @mp_joemandese, March 7, 2005

In an unusual ad industry promotion that can only be described as a branded content deal, MSN will incorporate its brand, its message and some of its own research insights into a book compiling ten years of the ad industry's best research. The as-yet-unnamed book, which will be published in 2005 by LEA Inc. on behalf of the Advertising Research Foundation and researcher Wirthlin Worldwide, is part of a unique, long-term deal making MSN the official sponsor of the ARF's David Ogilvy Awards for Research Excellence (MDN March 2).

The book, which is likely to influence generations of advertising research and planning, will include a forward written by MSN and a section highlighting advertising effectiveness research conducted by MSN, including campaigns that were Ogilvy Awards finalists.

The 10-year sponsorship also includes MSN brand exposure during a special Ogilvy Awards Film Festival at the ARF's annual conference, April 17-19 in New York.

As part of the deal, MSN will hold a permanent seat on the David Ogilvy Scholarship Fund steering committee, and will have a say in annual Ogilvy Research studies.