TNS, a world leader in market information, today announces a global strategic alliance with Integration®, a pioneer in measuring the effectiveness of marketing communications, to sell Integration’s core product MCA™ through the TNS global network. TNS and Integration will also collaborate on developing new business solutions for brand and advertising
management.
MCA – or Market ContactAudit™ – measures brand experience by detailing the effectiveness of a brand’s marketing activation plans. By quantifying how consumers experience brands, it enhances the accountability of marketing communications (marcoms) teams and programmes. Already used by global companies, MCA creates a common “marcoms currency” that compares the effectiveness of brand activities by measuring the contribution to sales from different consumer contact points (or “touchpoints”). 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’s Founder and CEO, Oscar Jamhouri, added: “Winning TNS’s support is a major step forward in establishing MCA metrics as a common currency for the marketing industry. MCA is an unbiased, industry-neutral tool that is available to all brand owners on equal terms. The global presence of TNS will help us find new MCA customers. For existing customers, there are immediate opportunities to bring added value by combining MCA with TNS’s innovative Brand & Advertising Research solutions.”
