Millward Brown provides market research services, specializing in brand performance, from more than 85 offices in 55 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 more than 85 offices in 55 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.
In 2015 Millward Brown partnered with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform.
Millward Brown expands its presence with the addition of new offices.
Mergers and Acquisitions
In 2016 Millward Brown acquired India-based Analytics Quotient, a marketing analytics company that extracts insights from data to help clients define their marketing strategies. The acquisition strengthened Millward Brown's capabilities in digital and data investment management businesses.