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Millward Brown Perspectives

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More Than ‘Art for Art’s Sake’

How creativity in ad concepts, targeting and media choices impact brand building and campaign success.

Breaking Out of the 30-Second Box

The long and short of developing engaging video for your brand in a multiscreen world.

Making the Most of Multimedia Advertising

Whether an advertising campaign is intended to boost brand engagement, build associations or drive motivation, all media are capable of delivering any campaign objective. But there are many benefits to allocating budget across channels to cost effectively extend reach. Learn what to consider during campaign planning.

How Brands Can Profit in Latin America as Consumer Confidence Increases

Eduardo Tomiya, MD of Millward Brown Vermeer, discusses how, when it comes to Latin America, companies can profit from rising consumer confidence and the quest for meaning.

HP Ink Advantage “Printing that Helps Your Child Shine”

In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.

Building Immersive Campaigns with Coca-Cola

As companies like the The Coca-Cola Company continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve.

Unleashing Brand Growth Through Purposeful Technology

Over the past three decades, technology has been central to business transformation and growth. Technology has been and continues to be a catalyst for change. It shapes not only how businesses are run, but also how brands are built.

Cannes Lions: Creative and Effective?

The Cannes Lions demonstrate that creativity and effectiveness can go hand-in-hand.

Taking the Long View

Taking the Long View looks at the importance of long-term sales effects versus short-term sales effects. Learn more about Millward Brown’s Meaningfully Different Framework and how the validation of copy-testing metrics around brands being meaningful, different and salient impact long-term sales growth.

The Keys to Brand Success

Strong brands drive financial performance by ensuring that the most motivating brand associations influence purchase behavior. Multi-sensory cues ensure people recognize brands and respond positively. Knowing what makes your brand recognizable and triggers the most motivating impressions is critical to maximizing your brand’s full potential.

Rising Incomes, Desire for More Choice Drive Growth of FMCG Sector

Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.

An Analysis of 2014 Effie Award-Winning Cases in Singapore

While quality is key to brand success, an effective advertising campaign can be instrumental in shifting perception and behavior toward campaign goals.

Researching Research: Towards Greater Customer Satisfaction

The Market Research industry is changing. Interviewing methods change as new technologies develop. There is the never ending pressure to deliver research quickly and cheaply.

The Problems with Global Ads (Especially for the Little Guy)

As the great Canadian folk singer Joni Mitchell wrote: I’ve looked at life from both sides now.  When I was a smaller-market Client Researcher for two multinational CPG manufacturers in Canada, I was often pressured to forgo local creative and adopt global creative platforms to save on production and keep strategies aligned.  Now, as a smaller-market Research Consultant, I am often the one who encourages clients to determine where they can happily leverage global creative efficiencies instead of producing local ads.

The Value of Advertising a Launch

Most successful launches are supported by strong advertising. The quality of launch advertising can affect the development of both brand awareness and trial. And, as with all good advertising, it must clearly communicate a motivating message and focus on branded memorability.

Okay Fine, I’ll Go Device Agnostic

Perhaps you're kicking and screaming, but you've finally decided to alter your research design to capitalize on mobile devices.

The Power of Umbrella Branding

Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this approach can help “kick start” variant launches, halo effects are not guaranteed. Only around a quarter of variant ads benefit other variants within the portfolio so it is usually necessary to support individual variant launches.

The Ultimate Marketing Machine

In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.

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