Millward Brown
Encyclopedia
Millward Brown is a global company focused on brands, media and communications. It is part of Kantar Group
Kantar Group
Kantar, based in UK, was founded in 1993 as the Market Research, Insight and Consultancy Division of WPP plc, a London-based public company. It is a network of 13 specialist companies, with around 28,500 employees working in 100 countries across various research and consultancy disciplines...

, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company.

Leadership

Eileen Campbell is the global CEO of Millward Brown. Campbell became CEO in 2007 and regularly speaks at marketing conferences.

Founders

Gordon Brown and Maurice Millward founded Millward Brown in 1973 in England having both worked as researchers at General Foods
General Foods
General Foods Corporation was a company whose direct predecessor was established in the USA by Charles William Post as the Postum Cereal Company in 1895. The name General Foods was adopted in 1929, after several corporate acquisitions...

. The business was set up above a row of estate agents in Royal Leamington Spa, a town in the Midlands (England). The aim of the business was to provide clients with information that allowed them to make correct marketing and management decisions. Previous Millward Brown CEOs include Bob Meyers who held the position from 1997-2007.

Mergers and Acquisitions

From 1980, Millward Brown rolled out continuous tracking studies in Many countries but managed them from the UK. Until 1986 Millward Brown only had offices in the UK until it acquired U.S. research agency, Ad Factors. Bob Meyers, executive vice president of Ad Factors became CEO of the new company re-named Ad Factors/Millward Brown.

Millward Brown became a global company in 1987 with moves into Europe led by Tony Copeland. In 1989, Millward Brown was bought by global communications services company WPP plc, headed up by CEO Martin Sorrell. Maurice Millward retired in 1992 and Gordon Brown retired in 1994.

Dynamic Tracking

In 1976, Maurice Millward and Gordon Brown set up their first continuous tracking study, now named Dynamic Tracking, for Cadbury Schweppes
Cadbury
-Businesses:*Cadbury Adams, the company's North American subsidiary*Cadbury Ireland, the company's Irish subsidiary*Cadbury UK, the company's UK subsidiary*Cadbury India, the company's Indian subsidiary*Cadbury New Zealand, the company's New Zealand subsidiary...

 with the objective to explore the issue of ad wear-out over time. Dynamic Tracking provides a complete 360° view of brand health and a continuous flow of knowledge about what is working for a brand and what could be working better. The approach now used for continuous tracking is almost universally based on that introduced by Millward Brown.

In 1985, Gordon Brown published “Tracking Studies and sales effect. A UK Perspective.” In 1986, Gordon Brown introduced the Awareness Index in his paper, “Modelling Advertising Awareness.” The Awareness Index (AI) is now a widely used metric for aiding the assessment of advertising. In 1987, Gordon published another paper “The Link Between Sales Effects and advertising content.” Another paper followed in 1991, “How Advertising Affects the Sales of Packaged Goods Brands,” known internally as “The Black Book.”

Link

Gordon Brown and Nigel Hollis developed the Link pre-test in 1988. Link uses a comprehensive set of evaluative and diagnostic questions to predict the impact of an ad, in terms of both the attention it will generate and the sales that will result. It identifies areas that could be further developed or fine-tuned. With over 70,000 ads tested, the Millward Brown Link database provides a wealth of data for category and country comparisons. In 2008, Millward Brown conducted its 50,000th Link ad pre-test..

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested. Millward Brown launched online ad assessment facility, Digital Link, in 2006.

Brand Dynamics

Millward Brown launched Brand Dynamics in 1996. Brand Dynamics is used to look at a brand’s health. Millward Brown created the brand dynamics pyramid as an instrument to diagnose the factors underpinning customer loyalty to a brand.

Neuroscience

Millward Brown has been at the forefront of thinking about the emerging area of neuroscience and its application to advertising research, and launched the Neuroscience Practice in 2010. Headed up by Graham Page, the team has four regional leads in AMAP, LatAm, Europe and North America.

BrandZ

Millward Brown manages the annual BrandZ
BrandZ
BrandZ is a brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands...

 Top 100 Most Valuable Global Brands ranking. The study is conducted by Millward Brown Optimor to determine the financial value of consumer-facing brands and announced Apple as the most valuable global brand in 2011. It is the only brand ranking to combine consumer measures of brand equity - from the Brand Dynamics studies in Millward Brown’s BrandZ database - with financial data.

Apple was named as the world's most valuable brand in the BrandZ 2011 ranking.

In November 2010, Millward Brown launched its first ever BrandZ
BrandZ
BrandZ is a brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands...

 Top 50 most Valuable Chinese Brands ranking.

Value-D

In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.

Language of Love

In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study, which recommends successful strategies within the social media space.

Value of a Fan

In 2011, Millward Brown launched the Value of a Fan study in collaboration with the World Federation of Advertisers
World Federation of Advertisers
The World Federation of Advertisers is a global trade association for multi-national advertisers and national advertiser associations. Its membership is made up of 50 of the world's top 500 advertisers and national associations in 55 of the world's biggest advertising markets...

 (WFA). The study was conducted with WFA members and looked at what contributes to a successful brand fan page.

Specialist Practices

BPRI

Millward Brown Optimor

Dynamic Logic

Firefly Millward Brown

Neuroscience Practice

Books

The Global Brand published in 2008 and written by Millward Brown's chief global analyst, Nigel Hollis
Nigel Hollis
Nigel Hollis is an author, analyst, researcher, speaker, and commentator on marketing. He is the author of The Global Brand: How to create and develop lasting brand value in the world market published by Palgrave Macmillan in 2008, and is the Executive Vice President of market research agency,...

 Nigel Hollis expresses his thoughts and opinions on brands and marketing at his blog, Straight Talk with Nigel Hollis.

Brand Sense by Martin Lindstrom
Martin Lindstrom
Martin Lindstrom is an author and Time Magazine Influential 100 Honoree. Lindstrom's books include Buyology - Truth and Lies About Why We Buy and Brandwashed - Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy , his first title written for consumers, for which Lindstrom...



Advertised Mind by Erik Du Plessis
Erik du Plessis
Erik du Plessis is the Chairman of Millward Brown South Africa and author of the "The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising," 2005. He specializes in brand and advertising research. Erik has also been a guest professor at the Copenhagen Business School...



IPA booklet - Driving Top Line Growth, by Dominic Twose

The Branded Mind by Erik Du Plessis
Erik du Plessis
Erik du Plessis is the Chairman of Millward Brown South Africa and author of the "The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising," 2005. He specializes in brand and advertising research. Erik has also been a guest professor at the Copenhagen Business School...



Marketing to the New Majority by David Burgos and Ola Mobolade

Key People

Eileen Campbell – Global CEO

Dr Fabian Hernandez - CEO Latin America

Mary Ann Packo - CEO North America

Travyn Rhall - CEO Africa, Middle East, Asia, and Pacific

Tim Wragg - CEO Europe

Gordon Pincott – Chairman, Global Solutions

Nigel Hollis - Chief Global Analyst

Ron Markham, CIO

Dave Sandberg - Global CFO

Susan Steele - Global Chief Human Resources Officer

Sue Elms - EVP Global Brands

Duncan Southgate - Global Brand Director, Digital

Rob Hernandez - Global Brand Director, Firefly

John Svendsen - Global Brand Director, Media

Darren Poole - Global Brand Director, Link

Patty Currie - Global Brand Director, Tracking

External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
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