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.

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.

How to Bolster Ad Effectiveness in a Sagging Economy

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.

Holiday Unlocks Year-Round Brand, Retailer Opportunities

Chinese New Year is the most important holiday in the world’s most populous country and represents an enormous opportunity for brands and retailers.

Minimize Ad Avoidance

Position in break, product irrelevance, emotional negativity and media placement are all factors in viewers tuning out of television ads. Understanding the relationship between creative and media can improve ad engagement.

Creative Effectiveness

A study of IPA Effectiveness, Effie and Cannes Lions Awards winners reveals that ads don't need to persuade to be effective but they do usually engage emotionally.

Harnessing the Vibe of London

Exactly what is it that makes London one of the coolest, eclectic and most creative cities in the world? What does today’s generation of young people think about the capital and how can brands harness London’s vibe in order to better connect with young consumers?

Ethnic Targeted Marketing: Do We Really Need It?

To target or not to target?
That is the question marketers often ask themselves when trying to reach out to an ethnically diverse population.

Brand Voyeurism: How Second-Movers and Drug-Users Can Rule 2011 and Beyond

Designed to uncover the brightest young writing talent in the WPP fold, the 2011 Atticus "Under-30 Essay" winner is Eric Tsytsylin of Millward Brown Optimor.

Ola Mobolade: Minority Rules

Author and marketing analyst Ola Mobolade says too many CMOs are still unprepared for coming shifts among American audiences.

Out of the Shadows: Digital Advertising in Asia has Strongest Impact

The digital advertising industry in Asia is only now starting to grow out of the decade-long shadow of the west. As Asian companies leverage display ads, social media and mobile to build brands and influence consumer purchase decisions, digital advertising has become an indispensable element of the Asian marketing mix.

Increasing our Brainpower: Using Neuroscience Effectively

Will increased understanding of the brain change marketing and the way we measure it? In an excerpt from The Branded Mind, a new book by Erik du Plessis, Graham Page offers assessments of neuroscience techniques and how to get the most out of them.

Does Your Brand Need Social Media and Brand Fans?

Using social media and creating a regularly updated brand fan page is not necessarily right for all brands. Marketers want to understand in advance whether their investments will be justified.

Cross Media Research: Multichannel Measurement

Will brands devote more of their budget to good quality cross-media research in the future? And what is the ROI? In this AdMap article, Sue Elms shares some experiences from evaluating integrated communications and how research helps add real value in providing actionable insight. According to Elms, cross-media research pays dividends in ensuring the optimum use of channels in maximizing a campaign's ROI.

Social Animals on the Move in Asia: A Social Media & Mobile Perspective

The Asia Pacific region represents the world’s largest and fastest growing mobile internet population, where the smart phone is becoming embedded in consumers’ daily lives and the behavior of some markets allows us to glimpse into the future.

Where will Happiness Strike Next?

Millward Brown helped The Coca-Cola Company successfully migrate their online creative to a television commercial.

Globalization in Context

Culture—our collective history, beliefs, customs, habits, and values—is the inescapable lens through which we view the world around us, including the brands we encounter. Any effective marketing campaign, therefore, must always take into account local expressions of culture.

The Future of Marketing Research

Eileen Campbell, Global CEO, Millward Brown, explains how research can be used as the foundation for positive financial performance through the power of compelling creative.

Qualitative in Context

Cheryl Stallworth-Hooper,  CEO, North America, Firefly Millward Brown, reflects on the state of qualitative research, and how traditional methodologies combine with new, digital tools to create a fresh and exciting landscape for future marketers in this realm.