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Agency launches tool to study consumer behaviour & their relationships with media

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Dentsu Aegis Network, an agency network with operations in Kenya and across the world, will in April 2017 launch its Consumer Connection System, a research and communications planning tool that provides clients with unique and in-depth insights into consumer behaviour and their relationships with media.

The Consumer Connection System is Dentsu Aegis Network’s flagship integrated consumer insight, planning and buying suite tool, designed to feed communication strategy and tactical planning. CCS is a first of its kind investment in consumer and media research by a single agency network in Kenya outside of the industry standard AMPS.

According to Byron John, Insights & Innovation Director for Dentsu Aegis Network SSA; “The CCS Benchmark Survey has been developed to respond to the rapidly evolving communications landscape. It is designed to offer a single source measurement of consumers’ interactions with a broad range of media touch points over time.”

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The firm says the tool will enable it to not only deliver more precise targeting but also identify the relevance of 80+ Paid, Owned and Earned touch points in specific target groups. It is expected to offer a single source measurement of consumers’ interactions and engagement across a broad range of media touchpoints.

Samantha Kipury, Media Director at Carat Kenya added;“Part of the Dentsu Aegis Network values is our pioneering culture and I can not think of a better example than our approach to research in our key markets. CCS is going to fundamentally shift the media research industry in Kenya and give our brands much needed insight into not just “what” media their target consumer is consuming and “when” – but more importantly how they are consuming that media and why.”

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The firm says CCS will give insight into the consumers state of mind and the reasons for which they consume different media types allowing for better targeting and content that fits that context – and it does this for over 80 media types including Digital TV and OOH media, which currently has very limited data.

With presence in 145 countries, the agency’s Global Network Brands in Kenya include Carat, Vizeum, Isobar and Posterscope  with iProspect launching soon.

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