You spend a lot of money on your brand's advertising, and
you don't take that responsibility lightly. Before you invest in a new campaign, you need to know that it will work for your brand. You need a reliable and consistent system for evaluating and improving your advertising.

At Millward Brown, we are passionate about brands and advertising, and we have worked hard to make our Link™ solution the most comprehensive and effective tool for optimizing the power of your content. Whether you have an individual ad or a multi-media campaign, Link can help you:

• Predict the impact and persuasive power of your advertising
• Evaluate your ad in relation to thousands of other ads
• Diagnose its strengths, weaknesses, and opportunities for improvement

The choice of the world's leading advertisers
For more than 20 years, Link has been the evaluation tool of choice of the world's leading advertisers. Developed based on years of experience working with brands and advertising, Link continues to evolve to incorporate new learning. Our commitment to ongoing validation enables us to refine our approach and respond to changes in media and markets. And advertisers who choose Link gain access to the most experienced group of advertising research practitioners in the business. Recommendations for ad development are grounded in the unparalleled knowledge and dedication of Millward Brown's advertising experts. With the combined power of Link and the Millward Brown team, you can create better ads that work harder.

A direct approach to measuring what matters
No two ads are designed to work in exactly the same way, but that's not a problem, because Link accounts for all the ways in which advertising may be intended to build a brand. Whether your objective is to raise awareness, promote trial, develop rational or emotional brand associations, or to convey a very specific message, Link will tell you how your ad will perform. Link uses a comprehensive set of evaluative and diagnostic questions to evoke viewer reactions, both rational and emotional. Non-verbal measurement techniques are also employed; emotion and interest traces are built into Link, while eye-tracking and facial recognition are available as adjuncts.

The outputs of a Link analysis include measures of enjoyment, comprehension, involvement, branding, brand associations, and a summary of the specific feelings evoked. Three key metrics, Persuasion, the Awareness Index (AI) and Short-term Sales Likelihood (STSL), have been validated against sales. Your customized report will be built around the measures that are most relevant to your ad's objectives.

A tool for development and evaluation
Link identifies the aspects of an ad that are working as intended as well as those that could be further developed or fine-tuned. These findings can be applied immediately, and are very often. Over 40 percent of the ads in our database have been tested in unfinished formats—a testament to the value our clients find in the insights provided by Link for optimizing their communication.