NEW YORK: VMS has launched a new media intelligence tool that gathers data from both advertising and PR efforts to measure ROI of each discipline on its own and in tandem. The system, Vantage, was three and a half years in the making.

Vantage pulls information from VMS' advertising and PR monitoring and measurement platforms - AdSight and InSight - and uses both technology and research professionals to conduct its analysis.

Carrying a seven-digit price tag, Vantage, which includes a variety of services such as consulting, training, and customized development, is intended for the large marketing budgets of Fortune 500 companies.

"Even with reduced budgets, many of these companies are spending in the billions for advertising and PR," said Peter Wengryn, VMS CEO. "Now that their budgets are cut, they need to understand ROI more than ever."

From the March 30, 2009 Issue of PRWeek