CHICAGO - Synovate, the global market research arm of Aegis Group plc, today announced that Marketing Management Analytics (MMA) has joined Synovate to accelerate the marketing and research synergies between the two companies and their respective clients.

MMA is a leading marketing effectiveness consultancy based in the US. Since 1989, MMA's analytics, technologies and consulting have helped many of the world's largest brands address marketing mix, pricing, and sales force effectiveness issues. Formerly part of Synovate's sister company Aegis Media, during the last two years Synovate and MMA have collaborated on client projects all across the world, with MMA providing independent validation for Synovate clients' marketing activities to help improve their marketing performance.

Synovate's Global CEO Adrian Chedore said, "MMA is the acknowledged leader in maximising marketing effectiveness, and their work is well-known throughout the Americas and Europe. Adding them to the Synovate team is a natural evolution and provides the ideal opportunity to expand our relationship even further.

"The combination of Synovate's attitudinal and behavioural 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 current economic climate, where every marketing dollar spent must demonstrate value."

Randy Stone, CEO of MMA, said, "We're delighted to join Synovate, an established leader in understanding consumer attitudes and how they relate to brands. This move allows MMA to leverage Synovate's global footprint and its proprietary research solutions to keep our clients connected to the pulse of the world's marketing knowledge while providing them with a complete view of exactly what's driving consumer spending."