Future ToolMRI+ Connects Electronic Media Kitsby Paul J. Gough Bob Warrens, director of Mediamark’s MRI+ program, knows all about gathering data from dozens of rate cards, making those last-minute phone calls, and after all that, trying to organize and compare the information to put together the best campaign for a client. As longtime research director of J. Walter Thompson, he remembers 20-person research staffs, file cabinets full of media kits, and the countless details involved in getting the right piece of information for a proposal. MRI+ takes all that information, adds the search and …

With the prospect of a lottery-bound season looming, the New York Knicks are resorting to a multi-media campaign to bring fans to the Garden.