Articles & Opinion

Marketing to Diversity: Lessons from U.S. Politics

The 2012 presidential election confirmed something we’ve known for quite some time: There is a new normal in the United States, and that new normal is multiracial, multiethnic, and multicultural. Though Mitt Romney got 59 percent of the non-Hispanic white vote, the highest total for a GOP nominee since 1988, he was not victorious.

The Power of Being Meaningful, Different, and Salient

Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.

Optimizing Ads: Is Less Always More?

It’s the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult. Not only are their financial resources limited, but the consumer attention they seek is scattered and fragmented across a myriad of media. Therefore, advertising practitioners are understandably eager to explore any option that might help them reach consumers with maximum effectiveness and minimal expense.

The Chinese Golden Weeks in Fast Growth Cities

Examining the purchasing attitudes and behaviors of consumers in China's fastest growing cities during the Golden Week shopping festivals can benefit brands and retailers currently in China—or planning to be present in the near future. This WPP report does exactly that.

Emerging Luxury Strategies: Insights from BrandZ

Luxury brands grew by 15% in the 2012 BrandZ Top 100 Global Brands, more than any other category. Nick Cooper, Managing Director of Millward Brown Optimor Europe, explains key trends and identifies themes for luxury strategists.

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.