Wikipedia

User:KatiePearce/Millward Brown

Millward Brown
IndustryMarket Research
HeadquartersNew York
Key people
Eileen Campbell (CEO of Millward Brown)
ProductsMarket Research
ParentWPP plc
SubsidiariesMillward Brown Firefly
Dynamic Logic
BPRI
Millward Brown Optimor
Websitewww.millwardbrown.com

Millward Brown[1] is a global company focused on brands, media and communications. It is part of Kantar Group, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company[2].


Leadership

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Eileen Campbell is the global CEO of Millward Brown. Campbell became CEO in 2007[3] and regularly speaks at marketing conferences.[4]


Company History

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Founders

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Gordon Brown and Maurice Millward founded Millward Brown in 1973 in England having both worked as product testers at General Foods. 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.[5] Previous Millward Brown CEOs include Bob Meyers[6] who held the position from 1997-2007.


Mergers and Acquisitions

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From 1980, Millward Brown rolled out continuous tracking studies in the U.S. but managed them from the UK. In 1986, Millward Brown 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.[7]


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[8], headed up by CEO Martin Sorrell. Maurice Millward retired in 1992 and Gordon Brown retired in 1994.


Innovation

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Dynamic Tracking

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In 1976, Maurice Millward and Gordon Brown set-up their first continuous tracking study, now named Dynamic Tracking, for Cadbury Schweppes with the objective to explore the issue of ad wear-out over time.[9]


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.[10]


In 1985, Gordon Brown published “Tracking Studies and sales effect. A UK Perspective.” [11] In 1986, Gordon Brown introduced the Awareness Index in his paper, “Modelling Advertising Awareness.”[12] The Awareness Index (AI)[13]is now a widely used metric for aiding the assessment of advertising.[14]


In 1987, Gordon published another paper “The Link Between Sales Effects and advertising content.”[15] Another paper followed in 1991, “How Advertising Affects the Sales of Packaged Goods Brands,” known internally as “The Black Book.”[16]


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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 40,000 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.[17].


Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested.[18]


Brand Dynamics

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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[19] as an instrument to diagnose the factors underpinning customer loyalty to a brand.[20] Millward Brown launched online ad assessment facility, Digital Link, in 2006.[21]


Neuroscience

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Millward Brown is on the emerging area of neuroscience[22] and its application to advertising research, and launched[23] the Neuroscience Practice in 2010. Headed up by Graham Page[24], the team has four regional leads in AMAP, LatAm, Europe and North America.[25]


Key Research

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BrandZ

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Millward Brown manages the annual BrandZ Top 100 Most Valuable Global Brands ranking.[26] 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.[27] 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.[28]


In November 2010, Millward Brown launched its first ever BrandZ Top 50 most Valuable Chinese Brands ranking.[29]


Value-D

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In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.[30]


Language of Love

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In 2010, Millward Brown Firefly announced the findings of its Language of Love in Social Media study[31], which recommends successful strategies within the social media space.


Value of a Fan

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In 2011, Millward Brown launched the Value of a Fan[32] study in collaboration with the World Federation of Advertisers (WFA). The study was conducted with WFA members and looked at what contributes to a successful brand fan page.


Specialist Practices

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BPRI Millward Brown Optimor Dynamic Logic Millward Brown Firefly Neuroscience Practice


Books

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The Global Brand[33] published in 2008 and written by Millward Brown chief global analyst, Nigel Hollis[34]


Brand Sense[35] by Martin Lindstrom


Advertised Mind[36] by Erik Du Plessis


IPA booklet[37] - Driving Top Line Growth, by Dominic Twose


The Branded Mind[38] by Erik Du Plessis


Awards

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Millward Brown sponsored the U.S.[39] and Australian Effie Awards in 2009.[40]


Key People

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Millward Brown’s global board is made up of:

Eileen Campbell – Global CEO

Gordon Pincott – Chairman, Global Solutions


References

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  1. ^ Bloomberg"Millward Brown Group", "Bloomberg Business Week", accessed September 10, 2010.
  2. ^ Salama, Eric. "Honomichl Global Top 25 2010", "Marketing Power", accessed April 20, 2011.
  3. ^ "Millward Brown Strengthens Global Team" "Daily Research News", May 04, 2005, accessed September 9, 2010.
  4. ^ Campbell, Eileen."What does creativity in communications actually achieve?" "Cannes Lions Advertising Festival 2009", accessed September 09, 2010.
  5. ^ Twose, Dominic. “From Leamington Spa to Beijing”. The Global Brand, 2008, p.225.
  6. ^ AUTHOR."Meyers resigns after 10 years as Millward Brown chief executive" "Research Live", April 07, 2007, accessed September 10, 2010.
  7. ^ Twose, Dominic. "From Leamington Spa to Beijing”, The Global Brand, 2008, p.227.
  8. ^ "Group History" "WPP", accessed April 19, 2011.
  9. ^ Twose, Dominic."From Leamington Spa to Beijing”, The Global Brand, 2008, p.225-226.
  10. ^ Heath, Robert."Can Tracking Studies Tell Lies?""International Journal of Advertising, 1999."
  11. ^ Brown G. “Tracking Studies and sales effect: A UK perspective”, Journal of Advertising Research, 1985, Feb.
  12. ^ Brown, G “Modelling advertising awareness”, The Statistician, 1986.
  13. ^ Feldwick, Paul., Cook, Louise., & Carter, Sarah."How Useful is the Awareness Index?" "AdMap", March 1991.
  14. ^ Goode, Alistair."The role of ad memory in ad persuasion – rethinking the hidden persuaders" "International Journal of Market Research", Vol. 49, No. 1, 2007, p.1.
  15. ^ Brown, Gordon."The link between sales effects and advertising content" "AdMap", April, 1987.
  16. ^ Brown, Gordon.“How Advertising Affects the Sales of Packaged Goods Brands”, 1991.
  17. ^ Marketing Week editorial team. "Millward Brown completes 50,000th Link ad pre-test" "Marketing Services Talk", March 03, 2008, accessed on line September 09, 2010.
  18. ^ Marketing Week editorial team. "Link gives advertisers total view of campaigns" "Marketing Services Talk", August 31, 2007, accessed on line September 10, 2010.
  19. ^ Hollis, Nigel."Understanding, measuring, and using brand equity" "Journal of Advertising Research", Vol. 36, No. 6, 1996.
  20. ^ Millward Brown."Brand Dynamics Pyramid""Brand Management Models", 2006.
  21. ^ Donohue, Alex."Millward Brown and Dynamic Logic Unveil Online Ad Test" "Brand Republic", July 31, 2006, accessed on line September 10, 2010.
  22. ^ White, Dan."Think Eyetracking & Millward Brown Insight 2009""Insight 2009", 2009, accessed on line September 10, 2010.
  23. ^ AdWeek."Millward Brown launches neuroscience practice" "Ad Week", April 2010, accessed April 20, 2011.
  24. ^ Research Live."Millward Brown innovations chief to lead neuroscience division" "Research-Live", March 2010, accessed April 20, 2011.
  25. ^ Research Live."Millward Brown adds brains to neuroscience practice" "Research-Live", July 2010, accessed April 20, 2011.
  26. ^ Ritson, Mark."The most valuable brands in the world" "Marketing Week", May 11, 2011, accessed May 12, 2011.
  27. ^ Ritson, Mark."The most valuable brands in the world" "Marketing Week", May 11, 2011, accessed May 12, 2011.
  28. ^ Ritson, Mark."Global brand values in the hot seat" "The Age", May 23, 2006, accessed on line September 10, 2010.
  29. ^ Asia Media Journal."Millward Brown names China’s top Chinese brands" "Asia Media Journal", December 2010, accessed April 20, 2011.
  30. ^ MNI-Live."Amazon Top Value-D Brand in the World" "Media News International", March 2011.
  31. ^ Media Post."Put a face on those social sites" "Media Post", November 2010, accessed April 20, 2011.
  32. ^ FT."The fickle value of friendship" "Financial Times", March 2011, accessed April 20, 2011.
  33. ^ Hollis, Nigel."The Global Brand" "The Global Brand Website", 2008, accessed on line September 10, 2010.
  34. ^ Pfanner, Eric."The Myth of the Global Brand" "New York Times", January 11, 2009, accessed on line September 09, 2010.
  35. ^ Lindstrom, Martin."Brand Sense""The Brand Sense Web site", 2005, accessed on line September 10, 2010.
  36. ^ Plessis, Erik Du."The Advertised Mind" "The Advertised Mind", 2005, accessed on line September 10, 2010.
  37. ^ Twose, Dominic."Driving Top Line Growth" "Institute of Practitioners in Advertising" November 15, 2005, accessed September 9, 2010.
  38. ^ Plessis, Erik Du.The Branded Mind" "Kogan Page" accessed April 20, 2011.
  39. ^ Effie Worldwide."U.S. Effie Awards 2009" "Effie Worldwide", 2009, accessed September 14, 2010.
  40. ^ The Communications Counci."Australian Effie Awards 2009" "The Communications Council", 2009, accessed September 14, 2010.


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