Sushma Jhaveri, formerly of Group M, has joined Synovate as Associate Director, and will spearhead the agency's latest media research initiative.
Said Jhaveri, "Globally and in the Asia-Pacific region, Synovate is strong in Media Research. We feel the time is ripe to bring our state-of-the-art capabilities in the media sector to the Indian subcontinent. Synovate's Pan Asia Pacific Cross Media (PAX) Study, a continuous media tracking survey run across 11 Asian markets, including India, has been well received."
Synovate will immediately provide services in the areas of media positioning studies, advertising effectiveness, target group understanding and segmentation, pre-testing of film scripts, Internet audience measurement, media impact studies and measurement of non-conventional media, among others.