TNS Partners with Marcoms Measurement Firm

TNS has announced an alliance with marketing effectiveness measurement firm, Integration, to sell its core product MCA™, a tool which audits the effectiveness and cost efficiency of brand marketing communications activities.

Integration claims that MCA (Market ContactAudit™) quantifies how consumers experience brands, and measures which of the brand's marcoms activities are contributing to sales, which need to be improved and which need to be reassessed.

Explaining the basis for the affiliation, Denis Delmas, Deputy CEO of TNS Europe, said: 'Integration pioneered the idea of monitoring communications effectiveness from the consumer perspective. We see MCA as an exciting new capability for TNS. MCA complements the four TNS Areas of Expertise encompassing each stage of the marketing cycle (from new product development on through segmentation and positioning, brand and advertising research and stakeholder management).'

Integration was founded in 1994 since when its MCA tool has been used to audit more than 7,000 brands across 183 categories, 60 markets and 25 languages. The firms are online at www.integration-imc.com and www.tns-global.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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