Synergy Group recently announced plans to broaden the scope of its association with Dentsu Aegis at an MOU signing ceremony in Karachi. The collaboration between the two groups began in September 2012 when Synchronize Media (Synergy’s media buying arm) became the official representative of Carat (Dentsu’s media communications subsidiary) in Pakistan. With the MOU, Synergy and Dentsu hope to extend the Synchronize-Carat model to other Synergy companies. As a first step in this partnership, Synchronize has announced the launch of Dentsu’s Consumer Connections System (CSS) in Pakistan. A proprietary tool of Dentsu-Aegis, CSS evaluates media consumption habits and provides insights about how consumers choose and use media. In Pakistan, Synchronize (in partnership with Nielsen Pakistan) will carry out a quantitative research study through face-to-face interviews in 23 cities and 100 villages to evaluate local media consumption habits.