Articles & Opinion

Why the Need for Pre-Testing has Never Been Greater

Today a smart media strategy is a necessity—but without effective creative it doesn't matter how well the ad is delivered. Today’s on-demand pre-testing solutions provide a fast and cost-effective means to ensure that the creative deployed is as effective as possible, helping to improve return on investment when time and budget are tight.

What Differentiates Winning Mobile Campaigns in APAC?

Millward Brown partnered with the Mobile Marketing Association (MMA) in APAC to analyze more than 50 campaigns for the SMARTIES Awards. Learn more about what makes a mobile campaign a winner.

We Know How You Feel

Computers are learning to read emotion, and the business world can’t wait. An article in The New Yorker about Affectiva, Millward Brown’s partner for facial coding.

Published in:
The New Yorker

Moving From Big Data To Intelligent Data

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.

Published in:

CMO

Maximizing Investment in Digital for the Re-Launch of a Popular Food Brand in Brazil

Millward Brown Helps Global Food Brand Optimize Digital Investment to Update Brand Positioning and Launch New Flavors

Multi-Agency Partnership Rescues Media Investment for Technology Brand

How Millward Brown Partnered With a Valued Client and Their Media Agency to Drive Greater Digital Success

TV Provides Foundation for Strong Campaign Performance

How Millward Brown Used Cross Media Solutions to Help a European Web Service Brand Achieve the Optimal Media Mix and Increase Their Return on Media Investment

Maintaining Consumer Demand Post-Launch

How an Automaker Leveraged Millward Brown's Consumer Behavioral Intelligence to Gain Insight Into Its Online Market Performance

Escaping the Silos

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.

Mobile Makes Everything Digital in 2015

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.

Published in:
M&M Global

How to Create Strong Ad Campaigns Across Multiple Screens

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.

Published in:
The Guardian

Global Brands: Think Local

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.

Published in:

BBC

Africa Leads the World into the Future of Market Research

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.

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.

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.

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