When used well, music can be a powerful enhancement for an ad. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.
Millward Brown's digital and media experts from around the world annually share their predictions for the year ahead, forecasting important trends and providing recommendations to help marketers drive brand growth.
Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.
Advertising is most successful when it is designed to achieve a specific task, but the battle of media belief systems often undermines ad effectiveness. To get the most from media budgets, advertisers must align media strategies around their advertising goals.
Smartphones have become the ultimate wearable technology, always with us and always on. In 2015, brands will need to use mobile not only as channel but as a means to increase the potency of all other brand touch points to reach consumers at the right time, in the right place with the right content.
Get our latest brand and marketing insights on the go. Download our app to your iPhone, iPad or Android device:
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the latest digital and media trends and providing recommendations to help advertisers move confidently into the year ahead.
People no longer consume media in a linear way, which can cause problems for marketing teams looking to plan & measure campaigns. Amanda Phillips, Head of UK Marketing, explains how brands should be adapting their practices to be in line with new consumer trends.
To succeed globally, brands need to think locally. World famous brands like McDonald’s have had to rethink their strategy and adapt. Peter Walshe, Global BrandZ Director, explains the science behind branding, and what it is that makes us identify with either local or global brands.
As the growth in mobile communications brings about a revolution in market research, it is the vast continent of Africa that is leading the way. Though some may be reticent to adopt mobile solutions, the advantages are too big for African researchers to ignore.
How creativity in ad concepts, targeting and media choices impact brand building and campaign success.
The long and short of developing engaging video for your brand in a multiscreen world.
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.
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.
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.
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.
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.
Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.
The world today is very different from what it was only a couple of decades ago, and these structural changes have placed brands at the forefront of business success.