Articles & Opinion

Develop Great Creative for Your Video Ads and Maximize Viral Potential

The strength of creative is an important factor that will influence whether an ad will go viral. To identify the creative criteria for viral success, Millward Brown recently conducted a research study on the power of viral video ads.

Ad Research Faces the Future

Ad researchers should be forgiven for feeling a little beaten up in recent years. In the face of compelling evidence from the cognitive sciences that points to a less rational, less idealized consumer than conventional economics has assumed, they acknowledged the need to measure emotion and other “fast” reactions as well as people’s “slow” or more considered responses.

How Big Data Liberates Research

There is a tidal wave of conversation about big data. The conversations range from simply defining what big data means, to the business applications of big data, to the societal implications of living in a big data environment. A quick Google search on “big data” provided 1.66 billion results, and I’m sure that number has increased since I wrote this Point of View.

Sharpening the Arrow: The Value of Modern Targeting Approaches

As the modern media landscape continues to fragment, advertisers are presented with a multitude of media choices. It can be a challenge to understand which media to employ, and understand how these fit in a wider communications plan. Leonie Gates-Sumner analyses how targeted media can help deliver the brand impact of multimedia campaigns.

Digital Is Powerful. Handle with Care.

Billions of dollars are spent on digital marketing each year, and for good reason. Digital media has enormous power to reach and influence people. Over 2 billion people—about one-third of the global population—now access the Internet. Facebook alone reaches one-seventh of the world’s population. Smartphones are the dominant means by which people surf the web in India.

Published October 2013 by Palgrave Macmillan

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Brand Premium

How Smart Brands Make More Money

Published October 2013 by Palgrave Macmillan

Read an Excerpt

Published by Kogan Page

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The Consumer Mind: Brand Perceptions and the Implications for Marketers

The Consumer Mind explores consumer behavior and the relationship between consumers and brands, analyzing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer.

Published by SAGE Publications, Inc

SAGE Publications

Leading Edge Marketing Research

This book explores new marketing research approaches as successfully practiced by research industry leaders. Written by experts Phil Herr, Bill Pink and Dede Fitch, Chapter 7 summarizes the Millward Brown philosophy and methods to measuring the impact of marketing communications.

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Grow: How Ideals Power Growth and Profit at the World's Greatest Companies

In collaboration with Jim Stengel and the UCLA Anderson School of Management, Millward Brown Optimor conducted new research and provided a 10-year global analysis of businesses that have grown much faster than their competitors.

2011 WPP Atticus Award Winner | Consumer Insights Category

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Marketing to the New Majority

Strategies for a Diverse World

Published by Kogan Page

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The Branded Mind

What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

"The Global Brand" is now available in paperback. Purchase at:

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The Global Brand

How to Create and Develop Lasting Brand Value in the World Market

"The Global Brand" is now available in paperback. Purchase at:

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China Ascending - The Global Brand Bonus Chapter

The Business of Brands

A 2009 publication featuring Collective Intelligence for Marketing.

Copies of A Brand with Power are available in English and Danish for €20 plus VAT and postage. Please email dongbook@millwardbrown.dk stating your name, address, the number of books you wish to order and which language you require.

A Brand With Power

360° activation of an ideal sponsorship

Published May 2005 by Kogan Page, Ltd.

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The Advertised Mind

Gain fresh insight into the role of emotion and advertising.

Reciprocity, Rewards and Real Breakthrough

This deep dive on what drives loyalty and engagement in mobile advertising has its origins in Millward Brown’s AdReaction study. AdReaction is a biannual study that probes audiences’ attitudes towards advertising. A key finding of the 2012 AdReaction was that tangible value could be key to an effective mobile presence.

The Art of Successful Mobile Brand Advertising

In celebration of creativity and in preparation for the 2013 Cannes Lions International Festival of Creativity, the IAB has created a unique, comprehensive view of today’s mobile creative best practices.

The Magic Number "Eight"

Peter Walshe, Global BrandZ™ Director reflects on the brands that have held the position as eighth in its BrandZ™ Top100 ranking of the Most Valuable Global Brands. The 2013 rankings to be announced on Tuesday, May 21st.

The Meaningfully Different Framework - A Breakthrough in Holistic Brand Equity Measurement

Millward Brown launched BrandDynamics™ in 1996 and it soon became the industry leading measure of brand equity. Since then the world has changed dramatically and science has taught us far more about how the human brain works and how people make decisions. Consequently, the rules of marketing have changed and we’ve continued to learn and to develop and improve our frameworks to measure and understand brand value.

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