Dallas-based TRG says it has become the first independent agency in North America to sponsor the Ehrenberg-Bass Institute of Marketing Science, which bills itself as the world’s largest academic center for marketing research. 

Based at Adelaide University in Australia, the nonprofit Institute comprises more than 60 marketing scientists who are tasked with helping organizations worldwide build a culture of evidence-based marketing.   

TRG joins more than 70 sponsors including Publicis Groupe, Omnicom Media and Dentsu as well as PepsiCo, Mars, Mondelez, Diageo and Colgate-Palmolive, according to the Institute’s list of current sponsors published on its website.    

Sponsors pay annual fees used to fund ongoing research at the Institute. Benefits include access to decades of proprietary research, reports, case studies and new findings that are not publicly available. The Institute also conducts private seminars and workshops for sponsor organizations to help employees apply the research in practice. And sponsors receive priority access and preferred pricing for custom research and consulting services.