Synchronize Media and Carat launchs CCS in Pakistan

Synchronize Media, in collaboration with its global partners Dentsu Aegis Network, is launching 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 changing world.

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 psycho-graphics through consumption, affinity and motivation for different media touch points which will highlight media consumption and purchase behaviour 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.