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The Problems with Global Ads (Especially for the Little Guy)
It can certainly be argued that the use of global creative content in smaller markets will save on production costs, it is important to remember that these savings could be redundant if it reduces the effiency of your media spend. In this Point of View, Scott Megginson, President, Millward Brown Canada, explains that owing to societal and cultural differences between countries, not all global content works well in each market. Therefore, when importing creative to save money, it’s critical to consider the size of the media budget versus production cost.
Coca-Cola Reigns as Most Recognized Brand Around Fifa World Cup
According to research undertaken by Millward Brown’s Consumer Neuroscience Practice, Coca-Cola was top of the list of most recognized sponsors both before and after the World Cup. The research was designed to measure the “instinctive feelings” consumers had towards the World Cup and brands, using the speed of reaction to questions to demonstrate the connection between the brand and the event.
Researching Research: Towards Great Customer Satisfaction
Market research has become a global industry over the last 20 years, so gaining loyalty from customers has become an increasingly difficult task. With free platforms such as SurveyMonkey allowing users to conduct their own surveys, it’s more vital than ever for research professionals to show the value of properly conducted and interpreted market research. Millward Brown’s GreenWorks Client Engagement Model is designed to do just this; read this report to discover how it achieves this aim.
Okay Fine, I’ll Go Device Agnostic
As consumer demographics change, the nature of how surveys are undertaken by respondents is bound to change too. By taking a ‘device agnostic’ approach to research design, you can empower consumers to self-select how they respond to a survey, and which device they use to do so. There are many compelling reasons to take this approach, and Brett Simpson, Vice President, Sampling Science & Strategy, Millward Brown offers explanation and explores some best practice tips for taking a device agnostic approach.
Analysis of 2014 Effie Award Winning Cases in Singapore
Held annually by the Institute of Advertising Singapore, the Effies recognize outstanding and impactful marketing and communications work; winners were honored in a celebration that took place in June in which Millward Brown participated as a presenting partner. Analyzing the winning campaigns shows that a focused creative strategy, alongside a clear purpose and differentiation for the brand is key to standing out in an increasingly crowded environment.
The Six Myths of Digital Marketing Measurement
Measurement is integral to analyzing the success of any marketing activity, however in digital the potential for measurement is so vast that it can leave you open to measuring the wrong thing. With literally millions of potential data points for each campaign, brands are wrestling with how to link their digital measurement to their KPIs. It does not help that there are several persistent myths about digital that can mislead and misinform. Leonie Gates-Sumner, Client Director, Millward Brown, explains further.