Articles

More Than ‘Art for Art’s Sake’

How creativity in ad concepts, targeting and media choices impact brand building and campaign success.

How Brands Can Profit in Latin America as Consumer Confidence Increases

Eduardo Tomiya, MD of Millward Brown Vermeer, discusses how, when it comes to Latin America, companies can profit from rising consumer confidence and the quest for meaning.

HP Ink Advantage “Printing that Helps Your Child Shine”

In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.

Building Immersive Campaigns with Coca-Cola

As companies like the The Coca-Cola Company continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve.

Unleashing Brand Growth Through Purposeful Technology

Over the past three decades, technology has been central to business transformation and growth. Technology has been and continues to be a catalyst for change. It shapes not only how businesses are run, but also how brands are built.

Winning the Brand-Building Battle in Fast Growing Markets

Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.

Creating Markets Through Brand Ideals

The world today is very different from what it was only a couple of decades ago, and these structural changes have placed brands at the forefront of business success.

Taking the Long View

Taking the Long View looks at the importance of long-term sales effects versus short-term sales effects. Learn more about Millward Brown’s Meaningfully Different Framework and how the validation of copy-testing metrics around brands being meaningful, different and salient impact long-term sales growth.

Rising Incomes, Desire for More Choice Drive Growth of FMCG Sector

Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.

Researching Research: Towards Greater Customer Satisfaction

The Market Research industry is changing. Interviewing methods change as new technologies develop. There is the never ending pressure to deliver research quickly and cheaply.

Okay Fine, I’ll Go Device Agnostic

Perhaps you're kicking and screaming, but you've finally decided to alter your research design to capitalize on mobile devices.

The Data-driven Pursuit of the Inconstant Consumer

By Ali Rana, SVP & Head Scientist, Emerging Media Lab, Millward Brown Digital

Is Your Brand Ready to Be Like Jeeves?

By Nigel Hollis, Chief Global Analyst, Millward Brown

Global Mobile Behavior

Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown’s Duncan Southgate assesses how to convert the time spent into brand building.

Tuning Into Multitasking: Content and Interaction Can Synch First and Second screens

We’re quickly becoming a world of multitaskers. While you’re reading this, you might be watching TV or using a second device – smartphone, tablet or laptop. In a study of the multiscreening behaviors of audiences in 30 countries, the U.S. ranks first in stacking, spending on average 91 minutes a day watching TV while also doing something unrelated on a second device. That compares with a global average of 67 minutes.

Multiscreening And Simultaneous Media Use: Unlocking The Golden Age Of Digital Advertising

When marketers think of multiscreening, they often see it is a new challenge or obstacle: “How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?” Marketers tend to view these distractions as a new problem. They are not.

Can Samsung Buy Love?

Samsung made quite a splash at the Oscars. The much ballyhooed "selfie" that Ellen DeGeneres took with her celebrity guests generated unprecedented buzz. According to social media tracking site Kontera, Samsung was generating over 900 mentions a minute immediately after the snap. However, when Ellen snuck backstage during a commercial break, Samsung did not go with her. The “promo” was over and Ellen was happily back to tweeting on her iPhone… and then the question became, can Samsung buy ‘love’, and if so, does it need to?

Increasing Brand Value: A Masterclass from the World's Strongest Brands

A brand is an intangible yet powerful corporate asset. Merlin Entertainment's recent flotation and Twitter’s IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars.

Driving Brand Growth in a Multicultural Market

With eighty percent of U.S. population growth during the next five years coming from multicultural segments, there are major implications for brands. Using the Brand Cross-Cultural Index, a new tool powered by BrandZ™ and based on the Meaningfully Different brand equity framework, Millward Brown’s David Burgos and Ogilvy’s Jeffery Bowman take a look at brand equity across racial and ethnic segments and share key insights for driving brand growth in a multicultural market.

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