Synovate Gives More Details of 'Centre of Excellence'

In London, Synovate has revealed more information about the launch of its 'Digital Centre of Excellence' which will specialise in understanding and measuring the effectiveness of brands' advertising and communications through digital media.

The launch of the centre was announced earlier in the month, as Synovate reported a 1.9% organic decline in first quarter revenue, compared with 10.1% and 5.5% declines respectively in the third and fourth quarters of 2009.

Its new initiative will be led by Philip Shaw, Head of Digital Communications Research in the UK, who will work closely with Synovate executives including Director of Innovation Dr Jan Hofmeyr, who is based in Cape Town, South Africa.

Ged Parton, CEO for Synovate's Capabilities and Practices, explained that initially the centre will focus on areas where there is 'plenty of data but limited insight'.

The firm is already running pilot 'research on research' programmes including one to assess the relationship between social media buzz and commercially relevant brand relationships; and another reviewing actual communication exposure versus claimed memory utilising cookie-based technology.

Parton confirmed that the centre's strategy will be to partner with external technology firms, which have the software and hardware skills needed by his firm's clients.

Web site: www.synovate.com .