Millward Brown

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Millward Brown
Type Subsidiary
Industry Market Research
Headquarters New York
Key people Travyn Rhall (CEO of Millward Brown)
Products Market Research
Parent Kantar Group
Subsidiaries BPRI
Dynamic Logic
Firefly Millward Brown
Millward Brown Optimor
Millward Brown Precis
Website www.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[edit]

Travyn Rhall is the global CEO of Millward Brown. Rhall became CEO in May 2013.[3] Previous Millward Brown CEOs include:

Maurice Millward and Gordon Brown (1973-1994) David Jenkins (1994-1997) Bob Meyers (1997-2007)[4] Eileen Campbell (2007-2013)[3]

Company History[edit]

Founders[edit]

Gordon Brown and Maurice Millward founded Millward Brown in 1973 in Britain, having both worked as researchers 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]

Mergers and Acquisitions[edit]

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 renamed Ad Factors/Millward Brown.[6]

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

Innovation[edit]

Dynamic Tracking[edit]

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.[8] 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.[9]

In 1985, Gordon Brown published "Tracking Studies and sales effect. A UK Perspective." [10] In 1986, Gordon Brown introduced the Awareness Index in his paper, "Modelling Advertising Awareness."[11] The Awareness Index (AI)[12] is now a widely used metric for aiding the assessment of advertising.[13] In 1987, Gordon published another paper "The Link Between Sales Effects and advertising content."[14] Another paper followed in 1991, "How Advertising Affects the Sales of Packaged Goods Brands," known internally as "The Black Book."[15]

Link[edit]

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.[16]

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested.[17] Millward Brown launched online ad assessment facility, Digital Link, in 2006.[18]

Brand Dynamics[edit]

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]

Neuroscience[edit]

Millward Brown has been at the forefront of thinking about the emerging area of neuroscience[21] and its application to advertising research, and launched[22] the Neuroscience Practice in 2010. Headed up by Graham Page,[23] the team has four regional leads in AMAP, LatAm, Europe and North America.[24]

Key Research[edit]

BrandZ[edit]

Millward Brown manages the annual BrandZ Top 100 Most Valuable Global Brands ranking.[25] 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.[25] 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.[26]

Apple was named as the world's most valuable brand in the BrandZ Top 100 Most Valuable Brands 2011, 2012, and 2013 ranking.[27]

In 2014 Google overtook Apple to once again take the top spot in the BrandZ Top 100 Most Valuable Brands [28]

In November 2010, Millward Brown launched its first ever BrandZ Top 50 most Valuable Chinese Brands ranking.[29] And in December 2011, Millward Brown launched the second BrandZ Top 50 most Valuable Chinese Brands ranking with China Mobile announced as Number 1.[30]

Value-D[edit]

In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.[31]

Language of Love[edit]

In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study,[32] which recommends successful strategies within the social media space.

Value of a Fan[edit]

In 2011, Millward Brown launched the Value of a Fan[33] 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.

Books[edit]

The Meaningful Brand[34] published in 2013 and written by Millward Brown's chief global analyst, Nigel Hollis.

The Global Brand[35] published in 2008 and written by Millward Brown's chief global analyst, Nigel Hollis[36] Nigel Hollis expresses his thoughts and opinions on brands and marketing at his blog, Straight Talk with Nigel Hollis.[37]

In addition, these books have a connection to Milward Brown:

Papers[edit]

Millward Brown has been involved in the following papers:

  • Advertising tracking studies and sales effects - Stephen Colman and Gordon Brown[43]
  • Tracking Studies and Sales Effects: A UK Perspective - Gordon Brown[44]
  • Findings From Brand Attitude Grids - Gordon Brown[45]
  • Modelling advertising awareness - Gordon Brown[46]
  • The link between sales effects and advertising - Gordon Brown[47]
  • Facts from tracking studies - and old advertising chestnuts - Gordon Brown[48]
  • Big Stable Brands and Ad Effects - Gordon Brown[49]
  • TV and Print Advertising - Gordon Brown[50]
  • Some New Thinking in the Light of Modern Evidence - Gordon Brown[51]
  • Persuasion shift testing - Andy Farr[52]
  • The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising - Gordon Brown[53]
  • The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling - Nigel Hollis[54]
  • Persuasion or enhancement - an experiment - Andy Farr[55]
  • Like it or not, liking is not enough - Nigel Hollis[56]
  • Understanding, Measuring, and Using Brand Equity - Nigel Hollis, Andy Farr and Paul Dyson[57]
  • What Do You Want Your Brand To Be When It Grows Up: Big and Strong? - Nigel Hollis and Andy Farr[58]
  • Advertising on the Web: Is There Response before Click-Through? - Nigel Hollis and Rex Briggs[59]
  • Should the Language of Testing be Banned? - Nigel Hollis[60]
  • Managing advertising as an investment - Andy Farr[61]
  • Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners - Dominic Twose[62]
  • Ten Years of Learning on How Online Advertising Builds Brands - Nigel Hollis[63]
  • The emotional drivers of advertising success - real answers, practical tools - Graham Page[64]
  • Cognitive neuroscience, marketing and research - separating fact from fiction - Graham Page and Jane E. Raymond[65]
  • How effectively can ad research predict sales? - Dominic Twose and Dale Smith[66]
  • Creative determinants of viral video viewing - Duncan Southgate, Nikki Westoby and Graham Page[67]
  • How to get the best of neuromarketing - Graham Page[68]
  • Creative effectiveness - Dominic Twose and Polly Wyn Jones[69]
  • Face Value: Measuring emotions without the guesswork - Graham Page[70]

Awards[edit]

Millward Brown sponsored the U.S.[71] and Australian Effie Awards in 2009.[72]

Key People[edit]

  • Travyn Rhall - former CEO Africa, Middle East, Asia, and Pacific, now Global CEO
  • Dr Fabian Hernandez - CEO Latin America
  • Mary Ann Packo - CEO North America
  • Tim Wragg - CEO Europe
  • Gordon Pincott – Chairman, Global Solutions
  • Nigel Hollis - Chief Global Analyst
  • Ron Markham, CIO
  • Dave Sandberg - Global CFO
  • Nick Findlay - Global head of Operations
  • Susan Steele - Global Chief Human Resources Officer
  • Sue Elms - EVP Global Brands
  • Duncan Southgate - Global Brand Director, Digital
  • John Svendsen - Global Brand Director, Media
  • Daren Poole - Global Brand Director, Link
  • Patty Currie - Global Brand Director, Tracking

References[edit]

  1. ^ Bloomberg "Millward Brown Group", "Bloomberg Business Week". Retrieved 10 September 2010.
  2. ^ Salama, Eric. "Honomichl Global Top 25 2010", "Marketing Power". Retrieved 20 April 2011.
  3. ^ a b Research "Eileen Campbell to step down as Millward Brown CEO", "Research". Retrieved 04 November 2013.
  4. ^ AUTHOR."Meyers resigns after 10 years as Millward Brown chief executive" "Research Live", 7 April 2007. Retrieved 10 September 2010.
  5. ^ Twose, Dominic. "From Leamington Spa to Beijing". The Global Brand, 2008, p.225.
  6. ^ Twose, Dominic. "From Leamington Spa to Beijing", The Global Brand, 2008, p.227.
  7. ^ "Group History" "WPP". Retrieved 19 April 2011.
  8. ^ Twose, Dominic."From Leamington Spa to Beijing", The Global Brand, 2008, p.225-226.
  9. ^ Heath, Robert."Can Tracking Studies Tell Lies?""International Journal of Advertising, 1999."
  10. ^ Brown G. "Tracking Studies and sales effect: A UK perspective", Journal of Advertising Research, 1985, Feb.
  11. ^ Brown, G "Modelling advertising awareness", The Statistician, 1986.
  12. ^ Feldwick, Paul., Cook, Louise., & Carter, Sarah."How Useful is the Awareness Index?" "AdMap", March 1991.
  13. ^ 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.
  14. ^ Brown, Gordon."The link between sales effects and advertising content" "AdMap", April 1987.
  15. ^ Brown, Gordon."How Advertising Affects the Sales of Packaged Goods Brands", 1991.
  16. ^ Marketing Week editorial team. "Millward Brown completes 50,000th Link ad pre-test" "Marketing Services Talk", 3 March 2008, accessed on line 9 September 2010.
  17. ^ Marketing Week editorial team. "Link gives advertisers total view of campaigns" "Marketing Services Talk", 31 August 2007, accessed on line 10 September 2010.
  18. ^ Donohue, Alex."Millward Brown and Dynamic Logic Unveil Online Ad Test" "Brand Republic", 31 July 2006, accessed on line 10 September 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. ^ White, Dan."Think Eyetracking & Millward Brown Insight 2009""Insight 2009", 2009, accessed on line 10 September 2010.
  22. ^ AdWeek."Millward Brown launches neuroscience practice" "Ad Week", April 2010. Retrieved 20 April 2011.
  23. ^ Research Live."Millward Brown innovations chief to lead neuroscience division" "Research-Live", March 2010. Retrieved 20 April 2011.
  24. ^ Research Live."Millward Brown adds brains to neuroscience practice" "Research-Live", July 2010. Retrieved 20 April 2011.
  25. ^ a b Ritson, Mark."The most valuable brands in the world" "Marketing Week", 11 May 2011. Retrieved 12 May 2011.
  26. ^ Ritson, Mark."Global brand values in the hot seat" "The Age", 23 May 2006, accessed on line 10 September 2010.
  27. ^ Financial Times."Global Brands 2013" "Financial Times", May 2013. Retrieved 04 November 2013.
  28. ^ "Google Ends Apple's Three-Year Run as Most Valuable Global Brand". AdAge. 21 May 2014. Retrieved 10 June 2014. 
  29. ^ Asia Media Journal."Millward Brown names China’s top Chinese brands" "Asia Media Journal", December 2010. Retrieved 20 April 2011.
  30. ^ BBC News."China Mobile Ranked as China's Most Valuable Brand" "BBC News", December 2011. Retrieved 13 December 2011.
  31. ^ MNI-Live."Amazon Top Value-D Brand in the World" "Media News International", March 2011.
  32. ^ Media Post."Put a face on those social sites" "Media Post", November 2010. Retrieved 20 April 2011.
  33. ^ FT."The fickle value of friendship" "Financial Times", March 2011. Retrieved 20 April 2011.
  34. ^ Hollis, Nigel."The Meaningful Brand" "The Meaningful Brand Website", 2013, accessed on line 04 November 2013.
  35. ^ Hollis, Nigel."The Global Brand" "The Global Brand Website", 2008, accessed on line 10 September 2010.
  36. ^ Pfanner, Eric."The Myth of the Global Brand" "New York Times", 11 January 2009, accessed on line 9 September 2010.
  37. ^ "Straight Talk with Nigel Hollis". Millwardbrown.com. Retrieved 2013-12-05. 
  38. ^ Lindstrom, Martin."Brand Sense""The Brand Sense Web site", 2005, accessed on line 10 September 2010.
  39. ^ Plessis, Erik Du."The Advertised Mind" "The Advertised Mind", 2005, accessed on line 10 September 2010.
  40. ^ Twose, Dominic."Driving Top Line Growth" "Institute of Practitioners in Advertising" 15 November 2005. Retrieved 9 September 2010.
  41. ^ Plessis, Erik Du."The Branded Mind" "Kogan Page" accessed 20 April 2011.
  42. ^ Burgos, David and Mobolade, Ola."Marketing to the New Majority". Retrieved 8 November 2011.
  43. ^ Brown, Gordon; Colman, Stephen (1983). "Advertising tracking studies and sales effects". Journal of the Market Research Society 25 (2): 165–183. 
  44. ^ Brown, Gordon (1985). "Tracking Studies and Sales Effects: A UK Perspective". Tracking Studies and Sales Effects: A UK Perspective. February/March: 52–64. 
  45. ^ Brown, Gordon (1986). "Findings From Brand Attitude Grids". Transcript of the Market Research Society Conference. 
  46. ^ Brown, Gordon (1986). "Modelling advertising awareness". The Statistician 35: 289–299. 
  47. ^ Brown, Gordon (1987). "The link between sales effects and advertising". Admap. April. 
  48. ^ Brown, Gordon (1988). "Facts from Tracking Studies - and old advertising chestnuts". Admap June. 
  49. ^ Brown, Gordon (1991). "Big Stable Brands and Ad Effects". Admap June. 
  50. ^ Brown, Gordon (1992). TV and Print Advertising. Advertising Research Foundation. 
  51. ^ Brown, Gordon (1992). "Some New Thinking in the Light of Modern Evidence". Transcript of the Market Research Society Conference. 
  52. ^ Farr, Andy (1993). "Persuasion shift testing". Admap. January. 
  53. ^ Brown, Gordon (1994). "The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising". Admap. January. 
  54. ^ Hollis, Nigel (1994). "The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling". International Journal of Market Research 36 (1). 
  55. ^ Farr, Andy (1994). "Persuasion or enhancement - an experiment". Market Research Society Conference Papers. 
  56. ^ Hollis, Nigel (1995). "Like it or not, liking is not enough". Journal of Advertising Research 35 (5). 
  57. ^ Hollis, Nigel; Farr, Andy and Dyson, Paul (1996). "Understanding, Measuring, and Using Brand Equity". Journal of Advertising Research 36 (6). 
  58. ^ Hollis, Nigel; Farr, Andy (1997). "What Do You Want Your Brand To Be When It Grows Up: Big and Strong?". Journal of Advertising Research 37 (6). 
  59. ^ Hollis, Nigel; Briggs, Rex (1997). "Advertising on the Web: Is There Response before Click-Through?". Journal of Advertising Research 37 (2). 
  60. ^ Hollis, Nigel (1997). "Should the Language of Testing be Banned?". Advertising Research Foundation Workshops: Brands in the Fast Forward Future. 
  61. ^ Farr, Andy (2004). "Managing advertising as an investment". Admap (452): 29–31. 
  62. ^ Twose, Dominic (2005). "Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners". Institute of Practitioners in Advertising. 
  63. ^ Hollis, Nigel (2005). "Ten Years of Learning on How Online Advertising Builds Brands". Journal of Advertising Research 45 (2): 255–268. 
  64. ^ Page, Graham (2005). "The emotional drivers of advertising success - real answers, practical tools". ESOMAR Annual Congress. 
  65. ^ Page, Graham; Raymond, Jane E. (2006). "Cognitive neuroscience, marketing and research - separating fact from fiction". ESOMAR Annual Congress. 
  66. ^ Twose, Dominic; Smith, Dale (2007). "How effectively can ad research predict sales?". Admap (487). 
  67. ^ Southgate, Duncan; Westoby, Nikki and Page, Graham (2010). "Creative determinants of viral video viewing". International Journal of Advertising 29 (3). 
  68. ^ Page, Graham (2010). "How to get the best out of neuromarketing". Admap. January: 20–21. 
  69. ^ Twose, Dominic; Wyn Jones, Polly (2011). "Creative effectiveness". Admap. November. 
  70. ^ Page, Graham (2013). "Face Value: Measuring emotions without the guesswork". MAP: Measuring Advertising Performance. March. 
  71. ^ Effie Worldwide."U.S. Effie Awards 2009" "Effie Worldwide", 2009. Retrieved 14 September 2010.
  72. ^ The Communications Counci."Australian Effie Awards 2009" "The Communications Council", 2009. Retrieved 14 September 2010.

External links[edit]