Video Advertising: Getting it Right

Part of advertising success comes from delivering the right content to the right audience, in the right context. Millward Brown’s AdReaction Video study helps marketers understand how to effectively develop and distribute video content in a multiscreen world.

What European CMOs Can Learn from Rising Brands in Asia

Marketers who actively seek out ways to build genuine brand trust with consumers can create a much stronger base for growth than faster, less engaging strategies may achieve. Embracing contradictions and integrating digital and physical marketing strategies are other lessons to be learned from Asian brands.

Published in:


Bringing Brand Data to Programmatic

How we measure advertising success is not a new topic. The trend now is toward short-term behavioral response as the key measure of success. This is not only due to digital innovation – sales promotion and direct marketing have successfully pushed the performance marketing approach since the 1970s. With more media now bought and targeted using automated systems, the question of what represents success has become more urgent.

Supercharge the Emotional Connection With Your Brand

Is brand love real? The truth is, brands build emotional connections with consumers in a number of ways that are inter-related and work synergistically. Smart marketers architect the whole brand experience using product innovation, design and marketing to evoke a positive reaction across touchpoints.

Published in:
M&M Global

A Place for Posters and Print in the Media Mix

Advertising in magazines, newspapers and OOH is still relevant despite the fact that many marketers are focused on digital ad formats, and programmatic buying. Brand owners can learn from leading digital brands that are not missing the value of print advertising.

Published in:
M&M Global

AdReaction – Video Creative in a Digital World

Millward Brown’s AdReaction Video is a 42-country study that explores video viewing behavior of multiscreen users across devices to help marketers understand how to develop effective video advertising.

Evolving Paradigms in Mexico’s Unpredictable Market


Mexico is in a time of economic uncertainty. There is no open talk of economic recession but GDP shows little growth and the dollar reached an historical high against the Mexican peso, while trust in government is at an all-time low.


Consumer Attitudes Matter when it Comes to Brand Loyalty

Brands with their fair share of attitudinal loyalty are more likely to grow and are better positioned to benefit from effective communications, while brands that lack attitudinal loyalty will struggle to leverage communications to drive growth.

When Building a Great Brand, Delivery Becomes Much More Than Simply an Afterthought

Indian consumers have leapfrogged into the social sphere with the rapid rise of smartphones. They are now the second largest population on Facebook and Twitter, and the second largest downloaders of apps in the world. Brands in India need to quickly adapt to reach the rising number of consumers using social media.


Brands Need to Adjust Traditional Marketing to Reach Rising Number of Social Media Users

Whether your brand provides a product or service, your brand promise will live or die by your ability to deliver on that promise. Reliable and fast delivery is critical to cultivating and sustaining repeat business for your brand.


Brand Building: An Investment in Future Financial Success

Millward Brown has identified the drivers of long-term brand value growth based on global research on 100,000 brands. Lessons learned from 10 years of the BrandZ™ Top 100 Global Brands rankings can help established and aspiring brands join or remain on the list in the future.

Out of the Shadows: A New Perspective on Indonesian Narrative

Brand building in Indonesia involves striking a balance between tradition and the new values gaining ground to successfully reach consumers.


A Sign of Things to Come: BrandZ Top 50 Ranking Puts Indonesian Brands on the Global Stage

The importance of brands in Indonesia has grown significantly in recent years. Building brand loyalty will continue to become increasingly important to marketers as consumers become more brand savvy.


The Art of Distraction: Using Multi-Screening to Your Advantage

Smartphone and tablet use is on the rise in Indonesia giving marketers opportunities to reach consumers across multiple screens. Develop and deliver relevant messaging to build your brand.


The Best Ads Showcase Human Outcomes as Well as Product Truths

Emotionally compelling brand stories that are rooted in product truths help build meaningful connections with consumers. This can set you apart from the competition help drive brand growth.


How Meaning Has Become More Important Than Saliency in Driving Brand Growth in Indonesia

The importance of establishing a meaningful connection with consumers has become increasingly important in Indonesia to drive brand growth.


Developing Local Meaning: Presenting a Locally Relevant Face to Global Brands Is Essential to Success

The allure of Indonesia for multinational brands is clear. Being successful in this complex and fast-changing market will depend on building connections with consumers that are locally relevant and meaningful.


The 1,000% Lesson From China: Innovate to Grow Brand Love

Indonesian brands can learn from the rapid growth of Chinese brands. They must define their meaningful difference, be perceived as innovative, and build some love.


Transforming Brand Tracking to Help Today's Marketers Succeed

In-market brand and ad tracking have greatly evolved but today’s marketing environment is changing even faster. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communi- cations they see, enables marketers to quickly course-correct to change messaging and creative to better deliver on brand goals.

What the Death of Cecil the Lion Tells Us About Social Media

Cecil’s story is a case study in the power of social media, a channel that will continue to grow in reach and influence – particularly in combination with traditional media. People will never care about brands the same way they do about wildlife, but marketers should still take note. Brands that simply respond to events will fade into the background. Brands that tell a compelling story, one that people will care about, will stand out.

Published in:
M&M Global