MFDAN launches consumer connection system

Last week, Media Fuse Dentsu Aegis Network (MFDAN) launched its Consumer Connection System (CCS), a lifestyle and product survey that gives advertisers and communication experts deeper understanding of consumers and their relationship with the media.

The event, which was held in Lagos, marked a step-change in the way consumer research is conducted within the Nigerian consumer landscape. According to the stakeholders, CCS allows brands to find out crucial information about their consumers during the consumer journey.

According to them, “The bespoke smart tool addresses the media reach dimension of consumer behaviour and covers the reaction to this reach through an investigation into their notice and engagement experiences with different types of ads, ad formats and categories. It measures the usage, influence and effect of over 50 communication channels.

The survey, which is conducted across 57 countries that together account for some 90% of global advertising expenditure, has been successfully used by a very wide range of companies across the globe to drive more effective communication strategies and to deliver efficiencies in targeting and budgeting.

Speaking about the launch, Byron John, Insights and Innovation Director of Dentsu Aegis Network Sub Saharan Africa, said, “Having a tool like CCS Planner in Nigeria has now put MFDAN streets ahead of their peers in the market. Not only is it now the most sophisticated media communications planning tool in Nigeria, but it has inherently future-proofed MFDAN against any changes in the media research landscape for some time to come. The CCS Planner has the ability to calibrate, not only the CCS Benchmark data but any other third party media data“.

Also, Group Managing Director of Media Fuse Dentsu Aegis Network, Emeka Okeke said, “CCS and associated tools derivable from it is an absolute game changer in communication planning in Nigeria.