Articles & Opinion

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.

Winning the Brand-Building Battle in Fast Growing Markets

Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.

Creating Markets Through Brand Ideals

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.

Better Creativity Generates Stronger Sales

How Millward Brown Used Its Link™ Copy Testing Solution to Help Kellogg's Deliver Greater Advertising ROI

From Idea to Final Execution: Optimizing Creative

How Millward Brown Helped a Snack Food Leader Increase Its Advertising ROI

Link™ Drives Stronger Financial Services Ads

Sales Modeling Proves Value of Link Copy Testing and Reveals How to Improve Advertising ROI

Link™ Recommendations Drive 50% Increase in Ad Efficiency

Millward Brown Diagnostics Highlighted Opportunities to Optimize Creative

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