Millward Brown

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Millward Brown
IndustryMarket Research
FoundedWarwick, England
New York City, US
Key people
Travyn Rhall (CEO)
ProductsMarket Research
RevenueIncrease$1,555 million (2018)
ParentKantar Group
Dynamic Logic
Firefly Millward Brown
Millward Brown Vermeer
Millward Brown Precis

Millward Brown[1] is a British multinational market research firm.

The company is headquartered in New York City. It is wholly owned by WPP plc, and is part of Kantar Group, the world’s second largest market research organization after Nielsen Company.[2]

It has 87 offices in 58 countries.[citation needed]

Company history[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.[3]

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.[4]

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

Millward Brown has acquired many companies namely - Analytics Quotient of India in 2016,[6][7] EffectiveBrands Holding B.V. of Netherlands in 2014,[8] InsightExpress Inc. of US in 2014,[9][10] BrandAnalytics Consultoria Ltda of Brazil in 2013,[11] and IntelliQuest Information Group Inc of USA in 1999.[12][13]

Partnership and Expansion[edit]

In 2013 Yahoo! Asia Pacific and Millward Brown partnered to evaluate the brand impact of digital advertising.[citation needed]

In 2015 Millward Brown partnered with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform.[citation needed]


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.[14] 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.[15]

In 1985, Gordon Brown published "Tracking Studies and sales effect. A UK Perspective." [16] In 1986, Gordon Brown introduced the Awareness Index in his paper, "Modelling Advertising Awareness."[17] The Awareness Index (AI)[18] is now a widely used metric for aiding the assessment of advertising.[19] In 1987, Gordon published another paper "The Link Between Sales Effects and advertising content."[20] Another paper followed in 1991, "How Advertising Affects the Sales of Packaged Goods Brands," known internally as "The Black Book."[21]


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.[22]

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested.[23] Millward Brown launched online ad assessment facility, Digital Link, in 2006.[24] In 2015, Millward Brown launched LinkNow for TV, a digital copy-testing solution for television advertising that gives results in less than six hours, available through ZappiStore.[25] This was followed by LinkNow for Digital, a copy-testing solution for digital advertising that delivered results in a similar time frame.[26]

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[27] as an instrument to illustrate the factors underpinning customer loyalty to a brand.[28]


Millward Brown launched the Neuroscience Practice in 2010 to apply some insights from neuroscience to advertising research.[29] Headed up by Graham Page,[30] the team has four regional leads in AMAP, LatAm, Europe and North America.[31]

Meaningfully different framework[edit]

Brand Dynamics was launched in 1996, in 2011 Millward Brown set out to improve measurement of brand equity. By 2013 MB launched the Meaningfully Different Framework (MDF).[citation needed]

Key research[edit]


Millward Brown manages the annual BrandZ top 100 most valuable global brands ranking.[32] 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.[32] 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.[33]

Apple was named the world's most valuable brand in 2011, 2012, and 2013.[34] In 2014 Google overtook Apple to once again take the top spot.[35]

In November 2010, Millward Brown launched its first ever BrandZ Top 50 most Valuable Chinese Brands ranking.[36] In December 2011, China Mobile was ranked Number 1.[37]


In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.[38]

Language of Love[edit]

In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study,[39] which recommends successful strategies within the social media space.

Value of a Fan[edit]

In 2011, Millward Brown launched the Value of a Fan[40] 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.


Millward Brown's Chief Global Analyst, Nigel Hollis, has written a number of books on the subject of brand value, including The Global Brand[41] and Brand Premium.[42]

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


Millward Brown sponsored the U.S.[48] and Australian Effie Awards in 2009.[49]


Travyn Rhall is the global CEO of Millward Brown. Rhall became CEO in May 2013.[50] Previous Millward Brown CEOs include:

  • Maurice Millward and Gordon Brown (1973–94)
  • David Jenkins (1994–97)
  • Bob Meyers (1997–2007)[51]
  • Eileen Campbell (2007–13)[50]


  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. ^ Twose, Dominic. "From Leamington Spa to Beijing". The Global Brand, 2008, p.225.
  4. ^ Twose, Dominic. "From Leamington Spa to Beijing", The Global Brand, 2008, p.227.
  5. ^ "Group History" "WPP". Retrieved 19 April 2011.
  6. ^ "Millward Brown buys Analytics Quotient, 400 experts transfer". Retrieved 18 March 2016.
  7. ^ "Millward Brown Agrees to Acquire Marketing Analytics Company Analytics Quotient". Retrieved 29 December 2011.
  8. ^ "Millward Brown acquires global brand strategy company EffectiveBrands". Retrieved 18 March 2016.
  9. ^ "Millward Brown acquires research firm InsightExpress in the US". Retrieved 18 March 2016.
  10. ^ "Millward Brown Accelerates Digital Strategy with Acquisition of InsightExpress". Retrieved 18 March 2016.
  11. ^ "Millward Brown acquires majority stake in BrandAnalytics in Brazil". Retrieved 18 March 2016.
  12. ^ "WPP to acquire IntelliQuest Information Group". Retrieved 18 March 2016.
  13. ^ "WPP's Millward Brown to Acquire IntelliQuest Information Group, Inc; Strengthens Position in Hi-Tech and Internet Research". Retrieved 18 March 2016.
  14. ^ Twose, Dominic."From Leamington Spa to Beijing", The Global Brand, 2008, p.225-226.
  15. ^ Heath, Robert."Can Tracking Studies Tell Lies?""International Journal of Advertising, 1999."
  16. ^ Brown G. "Tracking Studies and sales effect: A UK perspective", Journal of Advertising Research, 1985, Feb.
  17. ^ Brown, G "Modelling advertising awareness", The Statistician, 1986.
  18. ^ Feldwick, Paul., Cook, Louise., & Carter, Sarah."How Useful is the Awareness Index?" "AdMap", March 1991.
  19. ^ 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.
  20. ^ Brown, Gordon."The link between sales effects and advertising content" "AdMap", April 1987.
  21. ^ Brown, Gordon."How Advertising Affects the Sales of Packaged Goods Brands", 1991.
  22. ^ 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.
  23. ^ Marketing Week editorial team. "Link gives advertisers total view of campaigns" "Marketing Services Talk", 31 August 2007, accessed on line 10 September 2010.
  24. ^ Donohue, Alex."Millward Brown and Dynamic Logic Unveil Online Ad Test" "Brand Republic", 31 July 2006, accessed on line 10 September 2010.
  25. ^ "Millward Brown Launches Quick TV Copy Testing Tool" "MrWeb", 22 January 2015, accessed on line 18 February 2016.
  26. ^ Bainbridge, Jane."Millward Brown Launches Digital Ad Copy-Testing Tool" "Research Live", 24 March 2015, accessed on line 18 February 2016.
  27. ^ Hollis, Nigel."Understanding, measuring, and using brand equity" "Journal of Advertising Research", Vol. 36, No. 6, 1996.
  28. ^ Millward Brown."Brand Dynamics Pyramid""Brand Management Models", 2006.
  29. ^ AdWeek."Millward Brown launches neuroscience practice" "Ad Week", April 2010. Retrieved 20 April 2011.
  30. ^ Research Live."Millward Brown innovations chief to lead neuroscience division" "Research-Live", March 2010. Retrieved 20 April 2011.
  31. ^ Research Live."Millward Brown adds brains to neuroscience practice" "Research-Live", July 2010. Retrieved 20 April 2011.
  32. ^ a b Ritson, Mark."The most valuable brands in the world" "Marketing Week", 11 May 2011. Retrieved 12 May 2011.
  33. ^ Ritson, Mark."Global brand values in the hot seat" "The Age", 23 May 2006, accessed on line 10 September 2010.
  34. ^ Financial Times."Global Brands 2013" "Financial Times", May 2013. Retrieved 04 November 2013.
  35. ^ "Google Ends Apple's Three-Year Run as Most Valuable Global Brand". AdAge. 21 May 2014. Retrieved 10 June 2014.
  36. ^ Asia Media Journal."Millward Brown names China’s top Chinese brands" "Asia Media Journal", December 2010. Retrieved 20 April 2011.
  37. ^ BBC News."China Mobile Ranked as China's Most Valuable Brand" "BBC News", December 2011. Retrieved 13 December 2011.
  38. ^ MNI-Live."Amazon Top Value-D Brand in the World" Archived 17 March 2011 at the Wayback Machine "Media News International", March 2011.
  39. ^ Media Post."Put a face on those social sites"[permanent dead link] "Media Post", November 2010. Retrieved 20 April 2011.
  40. ^ FT."The fickle value of friendship" "Financial Times", March 2011. Retrieved 20 April 2011.
  41. ^ Hollis, Nigel."The Global Brand" "The Global Brand Website", 2008, accessed on line 10 September 2010.
  42. ^ Hollis, Nigel."Brand Premium" "The Meaningful Brand Website", 2015, accessed on line 19 February 2016.
  43. ^ Lindstrom, Martin."Brand Sense" Archived 28 April 2011 at the Wayback Machine"The Brand Sense Web site", 2005, accessed on line 10 September 2010.
  44. ^ Plessis, Erik Du."The Advertised Mind" "The Advertised Mind", 2005, accessed on line 10 September 2010.
  45. ^ Twose, Dominic."Driving Top Line Growth" Archived 7 December 2010 at the Library of Congress Web Archives "Institute of Practitioners in Advertising" 15 November 2005. Retrieved 9 September 2010.
  46. ^ Plessis, Erik Du."The Branded Mind" "Kogan Page" accessed 20 April 2011.
  47. ^ Burgos, David and Mobolade, Ola."Marketing to the New Majority" Archived 31 October 2011 at the Wayback Machine. Retrieved 8 November 2011.
  48. ^ Effie Worldwide."U.S. Effie Awards 2009" Archived 20 July 2011 at the Wayback Machine "Effie Worldwide", 2009. Retrieved 14 September 2010.
  49. ^ The Communications Counci."Australian Effie Awards 2009" Archived 30 September 2009 at the Wayback Machine "The Communications Council", 2009. Retrieved 14 September 2010.
  50. ^ a b Research "Eileen Campbell to step down as Millward Brown CEO", "Research". Retrieved 04 November 2013.
  51. ^ AUTHOR."Meyers resigns after 10 years as Millward Brown chief executive" "Research Live", 7 April 2007. Retrieved 10 September 2010.

External links[edit]