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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 consumer engagement across media channels. (Above and below-the-line, in-store, sponsorship, digital etc).

Combining in-depth qualitative and quantitative research, 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.

The core objectives of the study are to define engagement variables across key communication channels, understand how communication channels work to engage the consumer and explore how consumers might meaningfully and directly discuss engagement variables such as noticeability, affinity, relevance and involvement.

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."

To find out how Connections can work for your brand, contact: Kirk McPherson, MindShare, Tel: +44 20 7969 4040 kirk.mcpherson@mindshareworld.com