Millward Brown provides market research services, specializing in brand performance, from more than 85 offices in almost 60 countries. Its research data helps customers develop brand strategies, select an appropriate media mix, choose advertising, and evaluate the financial returns. Its DynamicLogic segment offers metrics, analysis, and other research information on marketing effectiveness. On the qualitative front, the company's Firefly Millward Brown operations conduct online focus groups and qualitative interviews. Millward Brown is a subsidiary of The Kantar Group, the market research division of UK-based media services conglomerate WPP Group. Millward Brown traces its market research roots back to 1973.
The company has 87 offices in 58 countries in the Americas, Europe, Asia Pacific, the Middle East, and Africa.
Sales and Marketing
Millward Brown has used partnerships to expand its business. In 2013 Yahoo! Asia Pacific and Millward Brown partnered to evaluate the brand impact of digital advertising with the goal of providing advertisers a comprehensive view of online marketing effectiveness in general and on Yahoo! properties, using Millward Brown’s AdIndex solution.
Millward Brown has been expanding its presence with the addition of new offices. In 2013 Millward Brown opened its newest office in Dhaka, Bangladesh. In 2012 the company opened an office in Cairo, Egypt to serve the North Africa market and it also opened a new practice in China that year to serve the AMAP region.
Mergers and Acquisitions
Millward Brown expanded its Latin American footprint with the acquisition of Cadem Advertising in Chile. Cadem Advertising will become Millward Brown Chile and, consequently, Millward Brown will consolidate its operations in Latin America. The firm is now present in the entire region, with offices in Brazil, Mexico, Argentina, Colombia, Peru, Chile, and Central America.
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