Articles & Opinion

Olympic Sponsorship: Brands Get the Gold

Anticipation for the Olympic Games is palpable. Will Michael Phelps become the most decorated Olympian ever? Will Usain Bolt stun the world once again? Billions of viewers from around the world are tuning in to watch the Games this summer as athletes battle it out for the top spot on the podium, making the London Games the most watched Olympics ever.

Social Measurement Depends on Data Quantity and Quality

As social platforms proliferate, enthusiastic users are generating more data than ever. Social media data are fast becoming the hottest commodity in market research.

Changing Channels with Confidence: A Structure for Innovation

New media channels are emerging all the time, and marketers are often unclear how to choose among them.

Creative Storytelling: For Sponsors, an Olympic Sport

Every two years, the world stops to watch the greatest show on earth: the Olympic Games. The appeal of the Olympics is universal; its impact, tremendous, and the London 2012 Summer Olympic Games were no exception.

On Our Doorstep: The African Growth Story

While everyone was getting excited about the potential of the BRIC nations, Africa quietly emerged as the real growth story. According to the latest UN World Population Prospects report, Africa will be the fastest-growing continent "by any measure" over the course of the 21st century, and investors are understandably interested.

Digital Media Planning: Some Evidence Based Guidelines

When planning your media campaign it is important to understand the strengths of each format, how audiences respond to them and how they can work together.

Millward Brown has created some simple guidelines for marketers who want to make the most effective use of all forms of digital media - from websites to online video, social media and mobile - as part of an integrated campaign.

Facebook: Not an Ad Platform but an Ecosystem

Now that Facebook is a publicly traded company with shareholders to satisfy, the ongoing question of whether it will ever live up to its promise as an advertising platform becomes more urgent.

Creativity in Advertising

Last summer I had an interesting experience in a cinema. I’d arrived early and was watching the ads while I munched on popcorn. The film was a popular one and the cinema was full. Around me, people were talking and laughing, waiting for the film to start.

Making Online Display Work Harder for Your Brand

The days of solely measuring online campaign success on a cost per click or lead-generation basis are fading fast with digital now a mainstream medium.

How a Brand’s Ideals Can Fuel its Growth

The most successful brands and businesses in the world are built around something other than just making profit: They are built around ideals. In the April issue of Quirk's, Benoit Garbe, Vice President, Millward Brown Optimor, explains how brands can serve a higher purpose to ultimately drive growth and profit.

How the Medium Informs the Message

The Overlooked Power of Media: Enhancing the Memorability of Communications

The success of marketing communication is judged on a variety of factors, and one of the fundamental criteria is that people remember the ideas conveyed.

Big Ideas: Research Can Make a Big Difference

It seems that everywhere we turn these days we see or hear something about “big ideas.” Major global companies, including the likes of Coca-Cola, Procter & Gamble, Unilever, and Diageo, are putting increasing emphasis on finding powerful, mindblowing creative concepts to fuel their marketing communications campaigns.

Jim Stengel and Millward Brown Team Up to Deliver New Approach to Brand Growth

Jim Stengel, former GMO of P&G, commissioned a study with an internal team and Millward Brown Optimor as an external partner. Together they identified 25 businesses as having grown fastest over a five-year period that shared a common characteristic: they “were organized around ideals of improving people’s lives, and activated these ideals throughout their business ecosystems.” 

Guide to Building Brand Engagement With Display

This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency.

Why Brand Personality Matters: Aligning Your Brand to Cultural Drivers of Success

For many years, researchers have been using the concept of brand personality to help describe brands and understand how they relate to consumers. More recently, using data from WPP’s BrandZ study, we have looked at brand personality from a cross-cultural perspective and demonstrated that there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.

Facebook Launches Timeline for Brand Pages

Dynamic Logic's Emerging Media Lab discusses the recent changes for brand pages on Facebook and their implications for brand strategy on the platform.

Brand Challenge

Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals, BrandZ data shows.

Glocal Evaluation: Measuring Effectiveness

Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.

What We Can Learn from Iconic Brands

In today’s complex and busy world, brand names are everywhere — plastered all over websites, inside subway cars, on the sides of buses, and even in public toilets. But most of the time, even though they’re accepted as part of the scenery, these brand names don’t signify much to those who observe them.

Ideals: The New Engine of Business Growth

“Doing well by doing good” - is that really attainable?

We have always thought so, but now we have proof. The most successful brands and businesses in the world are built around something other than just making profit. They are built around ideals.