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Business Wire

Proprietary Engagement Study Identifies, Defines and Measure Consumer Engagement across Channels

WPP's GroupM agency partners, Maxus, MediaCom, Mediaedge:cia and MindShare, in partnership with WPP's Millward Brown, have launched Connections, an exclusive consumer-led research and communications planning tool that allows marketers and communications planners to analyze, evaluate and measure all connection points available to brands.

Combining in-depth qualitative and quantitative research, and powered by Millward Brown's Demand and Activation approach, Connections allows advertisers and communications planners valuable insights into how media can influence consumers throughout the purchase pathway. Connections is the ultimate approach to fuel effective integrated communications. Each Connections study is designed around a client's marketing and communications objectives.

Using proprietary channel planning software, thereby allowing easy access for communications planners, Connections allows Maxus, MediaCom, Mediaedge:cia and MindShare to:

-- Evaluate effectiveness of current campaigns across 40 channels (above, below the line, in-store, sponsorship, digital etc)

-- Select the optimal mix of connection points to achieve future brand and communication objectives

-- Identify the optimal budget allocation across connection points, using simulation software

-- Identify, define and measure consumer engagement within distinct brand categories across connection points

Connections includes a measure of channel Engagement. The qualitative Engagement study identifies and defines the level of consumer engagement. The study, developed by researchers from Maxus, MediaCom, Mediaedge:cia and MindShare in conjunction with research psychologists from London-based Sadek-Wynberg, explores in detail how consumers interact and engage with contact points.

The core objectives of the study were to:

-- Define engagement variables across key communication channels

-- Understand how communication channels work to engage the consumer

-- Explore how consumers might meaningfully and directly discuss engagement variables

The study identified four major drivers of engagement:

-- Noticeability - how likely consumers engage with a contact point

-- Affinity - How likeable and trusted the contact point is

-- Relevance - How interested they are in the contact point

-- Involvement - How deep the contact goes, leading to the consumer's inclination to act

Said Irwin Gotlieb, GroupM CEO, "In today's ever changing communications world, consumers can see and interact with brands in a huge variety of places. And there are more and more brands fighting for attention, which makes it increasingly difficult to connect with consumers. By using Connections, marketers are for the first time, able to measure and optimize consumer engagement across a multitude of distinct connection points, thereby developing more efficient and effective communications campaigns suited to this new era."

Said Bob Meyers, CEO Millward Brown, "I am delighted that Millward Brown and GroupM companies have been able to draw upon their respective areas of expertise to create a new and exciting approach to planning and media evaluation. We all know that today the communications world is becoming ever more complex and Connections will, no doubt, help clients successfully navigate this emerging media environment.

About MAXUS

MAXUS creates greater choice for clients and opens up a new window on the world of communications. It benefits from GroupM's extensive infrastructure (hence it is 'powered by GroupM') and operates independently of the other GroupM networks (Mediaedge:cia and MindShare and Mediacom). MAXUS bridges the identified market gap between the big established agency groups and the smaller more localized operations. It achieves this by carefully marrying the application of scale, resources and knowledge with dedicated, individualized, and results-focused client service capabilities.

About MediaCom

MediaCom is one of the world's largest Media Communication Specialists, with billings exceeding US$15 billion and 106 offices in 81 countries around the globe. The MediaCom family of companies includes such leaders in their fields as: Beyond Interactive, interactive marketing agency; Direct MediaCom, direct response agency; Sponsor MediaCom, communication sponsorship specialists; MediaCom Entertainment, branded entertainment agency; and StoreCom, retail action marketing agency. MediaCom Worldwide is a member of WPP, one of the world's largest marketing communications companies, and is a part of Group M, WPP's media agency group which is the largest worldwide. For further information, visit www.mediacom.com

About Mediaedge:cia

Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with its clients' brands leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from 199 offices in 79 countries. MEC is a founding partner of GroupM, WPP's media investment management group. For further information, visit www.mecglobal.com

About MindShare

MindShare Worldwide is a global media investment management company with billings in excess of $21.5 billion (source: RECMA). The network consists of 95 offices in 64 countries throughout the USA, Latin America, Europe, the Middle East, and Asia Pacific. MindShare is a member of WPP Group, one of the world's leading communications services groups, and part of its GroupM Media Company. For more information, please visit: www.mindshareworld.com.

About Millward Brown

Millward Brown (www.millwardbrown.com), one of the world's top 10 marketing research organisations, is recognised as a leading authority on advertising, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research techniques - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 45 countries and also has several specialised global practices including Millward Brown Optimor (a global unit focused on helping clients maximise the returns on their brand and marketing investments), a Global Media Practice (a global media effectiveness unit), Millward Brown Precis (a global PR measurement practice), Dynamic Logic (an online research firm specialising in measuring advertising and marketing effectiveness), and KMR (provider of global Target Group Index (TGI) the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPP's insight, information and consultancy arm.

About GroupM

GroupM, the world's leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mediaedge:cia, MindShare, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates. For further information, visit www.groupm.com