Media Fuse Dentsu Aegis Network seeks Market Leadership growth as CCS wave 2 is launched

In a bid to sustain its competitive advantage over rival agencies and intensify market share growth, Media Fuse Dentsu Aegis Network has launched an updated version of its proprietary consumer lifestyle research tool, CCS (Consumer Connection System).

At the unveiling ceremony which took place today at the Ikeja GRA office of the Network, Emeka Okeke, Group CEO of Media Fuse Denstu Aegis Network, said the CCS wave 2 was the most up-to-date and robust study on consumer behaviour and media consumption pattern. He added that it was a more in-depth improvement on the CCS that was launched in 2016.

According to Mr. Okeke, CCS houses an array of media insights, product consumption and behavioural attitudes that have effects on how consumers interact with media in relation to brand communication.

He added that since the inception of CCS in 2016, the tool has put the agency in an articulated strategic position on how to connect better with consumers, targeting them efficiently whilst optimizing Advertisers’ budgets.

Speaking at the press conference, Okeke said that similar to the first wave of CCS Nigeria, the 2018 survey covers urban adults 18+ SEC ABCD, and was designed to be a more robust research study with a wider coverage of key marketing cities of commercialization including 20 key economically active cities, as opposed nine cities previously covered.

“The sample size increased by approximately 45% from n=6000+ to n=9000+. This new wave now includes a variety of category, FMCG brands such as consumption of food, oil and gas usage, numerous technology categories; just to mention a few. Most importantly, the Outdoor Connection System (OCS) portion of the survey has been included to bring better precision in how OOH is planned and executed.

“With OCS we can not only measure recall on billboards, but also ascertain feelings, interactions and actions taken when consumers see advertising in the out of home environment. With over 80+media touchpoints covered at an individual, single-source level, CSS Nigeria enhances our vie of the local Nigerian media landscape; not only by media channel, but in providing a holistic consumer journey and media ecosystem in which brands can navigate so as to capitalize on better media choices in targeting their audiences,” the agency CEO said.

In developing consumer connection plans that best fits a brands’ objectives, Okeke said CCS also provides insight into consumers’ mind sets when engaging with different media types or reaction variables to media. CCS also allows us to shape the way we approach content across different target.

Media Fuse Dentsu Aegis Network is one of the world’s leading marketing communications networks. The group offers competitive digital marketing services via isobar- a full service creative agency with remarkable track recode in digital creatives, strategy, technology and design.

For digital performance and amplification, I prospect and amnet offer specialized services in digital performance, amplification and programmatic. Posterscope and rapid extra offers specialized location based services popularly referred to as out of home in marketing communications circle.