Media Consumption Insights: Synchronize Media & Carat
launch Consumer Connections System in Pakistan
July, 2014: Synchronize Media, in collaboration with its global partners Dentsu Aegis Network, is launching
Karachi – 4th
CCS (Consumer Connections System) in Pakistan.
CCS is a proprietary tool, which evaluates media consumption through in-depth sources of media, marketing and
consumer targeting data in the world. CCS provides insights into how consumers choose and use media in a rapidly
Nielsen, a leading global provider of information and insights, has been appointed by Synchronize Media to conduct the
field work for CCS in Pakistan.
At the signing ceremony of the MoU between Synchronize and Nielsen, Michael Nederlof, CEO – MENA region, Dentsu
Aegis, highlighted the importance of the Pakistani market for utilizing the tool saying that “The size of the market,
approximately 200 million in number, makes it a high potential investment for a number of brands.” He further added,
“CCS in Pakistan will allow us to have in-depth information and insights on consumer interaction with different touch
points on traditional as well as digital media including social as well as mobile. This will help us define and plan media
campaigns with next level thoroughness in Pakistan.”
Syed Muhammad Junaid, COO, Synchronize Media elaborated on the importance of CCS, “The introduction of the
Consumer Connection System is unique and far ahead from what is available currently in the industry. By utilizing
this enhanced level of consumer insights, CCS will become the yard stick for developing and measuring integrated
communication strategies, not limiting to media optimization but will also help clients on business planning, new product
development & segmentation.”
In Pakistan, CCS will be utilized to map customer psychographics through consumption, affinity and motivation for
different media touch points which will highlight media consumption and purchase behavior patterns, while opinions will
be gathered through integrated media touch points.
Additionally, CCS will map how customers react to brand communications which they come across in newspapers,
magazines, press releases, events and cinema; and the effectiveness of such communication.
Globally, CCS is operating in 57 markets for over a decade. In Pakistan, it is carried out in the form of a quantitative
research study through in-depth face-to-face interviews with nationally-representative respondents across 23 Urban
Cities and 100 Rural Villages across the country.
About Synchronize Media:
A specialized media division of Synergy Group operating since 2006, Synchronize Media initially started to cater to the increasing needs of specialized
media expertise for existing and potential clients. Seven years down the road, with a global affiliation to its name, the team at Synchronize has grown
tremendously to encompass all major functions of media management including planning, buying, research and digital; thereby, making it better than
any other independent media management agency in Pakistan. Synchronize Media is the exclusive affiliate of Carat, a Media Network of Dentsu Aegis.
Carat is one of the world's largest media networks, present in 170 cities across 140 countries (*including affiliates), employing 6,500 people. Carat's
mission is to redefine media for our clients: in a globalising and converging world we create better business value through command of media
convergence, harnessing consumer insight & the market leading assembly of digital resources. According to independent agency research specialists
RECMA, Carat is the No 1 Network across its latest major qualitative report. Major clients include General Motors, Disney & Mondelez.
About AC Nielsen:
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer
information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100
countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.
For Media Inquiries:
Mansoor Abbas: 0300-2124963