TNS Integrates with Integration®...

TNS has formed a partnership with marcoms measurement consultancy Integration, to market the latter's brand experience tool, Market ContactAudit™ (MCA). The firms will also work together to develop new business solutions for brand and advertising management.

MCA audits brand experience by quantifying how successfully a brand engages with consumers and comparing the effectiveness of brand activities by measuring the contribution to sales from different consumer 'touch-points'. To date, the product has been used to evaluate more than 11,000 brands among 250,000 consumers in 25 languages.

TNS believes that the partnership will provide its clients with deeper and more actionable insights. Jeni Chapman, Executive VP of TNS Advertising and Brand Performance, explains: 'Integration pioneered the idea of monitoring communications effectiveness from the consumer perspective. We help our clients optimise and link the three critical stages of the marketing communications cycle – brand strategy, creative development, and launch in the marketplace. Common measurements and insights throughout this process mean clients can monitor, and thus manage, their brands more effectively.'

Integration's Founder and CEO, Oscar Jamhouri, added: 'Winning TNS' support is a major step forward in establishing MCA metrics as a common currency for the marketing industry.'

Integration was founded in 1994 and now has offices in Cyprus and Singapore, and representatives in New York, San Diego, London, Paris and Frankfurt. The partner firms are online at www.tns-global.com and www.integration-imc.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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