MRS, the world's leading research association will run an event, open to their 5,000-strong membership base, on the opening morning of the FoM. MRS members will be able to purchase reduced-price tickets for the Festival – gaining exclusive access to MRS sessions, as well as the festival’s content, including Sir Martin Sorrell’s headline session on day two.

MRS is also delivering a session to the main Festival audience on viewing consumer behaviour through a new lens and applying virtual reality for the insight generation.

Andria Vidler, CEO of Centaur Media, said: “This partnership represents an important strategic step in the development of our large scale events. It is the first time since the launch of the Festival of Marketing in 2013 that we have welcomed a co-located event and it is a great example of how we are developing our marketing offering to inspire and enable marketing professionals to excel at what they do.”

“This partnership will allow senior industry leaders within the market research space the opportunity to experience not only the excellent content offered by the MRS, but also to gain access to the expert speakers, solution partners and renowned headliners that make up the Festival of Marketing. We are confident that this partnership will add real value for our customers and enhance an already strong event proposition.”

In 2017, the FoM attracted over 4,000 delegates, over half of which were from senior management positions and almost 70% were brand-side marketers. There are 73,000 professionals working in research and insight within a UK sector that is worth £4.8 billion.

Jane Frost CBE, CEO of MRS, commented: “This partnership between MRS and the Festival of Marketing marks the strengthening of a long-term relationship. The value of research within the marketing process cannot be underestimated.

“The two sectors are highly interdependent and the event will be a fantastic opportunity for members from both to leverage the other’s knowledge while networking and finding new ways to work together,” she added.