hat's the likelihood of a consumer sticking to a brand and not moving to a competitor? What are the steps a client should take to create more consumer interest in a brand and make it better known? These are some of the questions that a marketer always asks. Connections, an exclusive consumer-led research and communications planning tool, will soon attempt to answer these questions for Indian marketers and communication planners, allowing them to analyse, evaluate and measure all connection points available to brands.

WPP's Group M, which comprises of Maxus, MediaCom, Mediaedge:cia and MindShare, is bringing Connections to India. The tool has been jointly developed by Group M and Millward Brown Worldwide and has already been launched in markets outside Asia. According to Rema Harish, Practice Leader - Insights, Group M, "We will meet individual clients with details on what Connections can do for them and take it forward for all those clients who see value in it on a case-to-case basis in partnership with Millward Brown, India."... more