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.
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.
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.
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.
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.
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.
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.
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, 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.”
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.
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.
Dynamic Logic's Emerging Media Lab discusses the recent changes for brand pages on Facebook and their implications for brand strategy on the platform.
Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals, BrandZ data shows.
Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.
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.
“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.
No one can argue that the economy is shaky. With a double-dip recession in question, digital marketers are asking: "How do poor economic conditions affect ad performance? Can ads still motivate awareness during a weak economy?"
Great questions. We took a look, and here's what we found.
Chinese New Year is the most important holiday in the world’s most populous country and represents an enormous opportunity for brands and retailers.
The recently released China Top 50 ranking once again confirms the value of a strong brand and highlights the remarkable growth of China’s economy over the past decade. But it also provides an opportunity to define some of the specific challenges currently facing Chinese brands.
What’s more important to a brand – to be different or relevant? Are marketers that opt for relevance over difference damaging their brands? In this point of view, Nigel Hollis discusses how successful brands are more than relevant and different – they are meaningfully different. A meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium.