Marketing Management Analytics and Synovate Link Up in New Joint Venture, Expanding Their Reach across the Asia-Pacific Region

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Synovate MMA's powerful combination of market research and marketing effectiveness capabilities will drive continued strong growth in the region

Marketing Management Analytics,, the pioneer and innovator in marketing effectiveness, announced that Synovate Business Consulting, the strategic consulting arm of global market research company Synovate, has launched Synovate MMA across the Asia-Pacific region.

Through this new initiative, MMA will expand its ability to deliver world-class marketing performance and accountability products and services to clients on a global basis. MMA has had successful engagements with Fortune 500 clients across Europe, Asia-Pacific, South America and Africa.

Synovate, the global market research arm of Aegis Group plc, added MMA to its network in 2008 to accelerate the marketing and research synergies between the two companies and their respective clients. For 20 years, MMA's analytics, technologies and consulting capabilities have helped many of the world's largest brands to make more informed marketing investment decisions.

"The creation of Synovate MMA provides us with a substantial presence in Asia-Pacific," said Randy Stone, CEO of MMA. "It furthers our mission of providing both global and local marketers with a one-stop solution that will enable them to realize significant gains in their marketing performance. Through our joint work to date with clients in the region, we have been able to develop an integrated offering of powerful consumer data, analytics and common marketing metrics. The result is a clear and specific roadmap for operating efficiencies as well as growth."

Formerly part of Synovate's sister company Aegis Media, Synovate and MMA have collaborated on client assignments across the world, with MMA providing independent validation for Synovate clients to help improve their marketing performance.

"MMA is the acknowledged leader in maximizing marketing effectiveness, and their work is well known throughout the Americas and Europe," said Christophe Grimont, head of Synovate Business Consulting Southeast Asia and India. "The combination of Synovate's attitudinal and behavioral consumer data with MMA's marketing mix modeling expertise will provide our clients with more rigorous, in-depth analysis to help boost the return on their marketing investment. This is even more important in the present economic climate, where every marketing dollar spent must demonstrate value."

Beyond this, Synovate MMA will help companies in the critical competency area of reconciling the marketing and finance functions by working with them to address three key challenges: what changes in the business are "due to," "what if" simulations and "how to" roadmaps.

In India, Synovate MMA will work closely with the Synovate Business Consulting teams in Delhi and Mumbai.

"This move provides a strong advantage to Synovate's clients by enabling them to make more predictive and effective business and marketing decisions based on our wide portfolio of solutions," said Naresh Priyadarshi, head of Synovate Business Consulting in India. "Synovate MMA will usher in a paradigm shift in the analytics and marketing decision sciences functions in this region."

Follow MMA on Twitter: @mma_mkt_ROI

About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,700 staff across 62 countries. For more information on Synovate visit

About Marketing Management Analytics, Inc. (MMA)
MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimise their marketing performance. The company has conducted more than 1,000 studies for hundreds of brands and businesses in more than 20 countries. Part of Aegis Media since 1997, MMA's clients include many of the world's most recognised brands. For more information on MMA visit


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