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The Agony of Choice
With an increasing number of technologies and formats available to deliver advertising, marketers are faced with more choice than ever on how to broadcast their message. From emerging short-form platforms such as Vine to more established long-form sites like YouTube, each has advantages and drawbacks. Duncan Southgate explains what Millward Brown research tells us about the suitability of these platforms and how brands can most effectively deliver content.
Unleashing Brand Growth Through Purposeful Technology
Technology has been at the center of business transformation and growth over the past 30 years, and continues to be a catalyst for change. It’s not only altered how businesses are run, but also how brands are built. In this article, Benoit Garbe at Millward Brown Vermeer, explores how brands such as Nike, Google and Starbucks have all grown by adopting purposeful technology.
How Brands Can Profit in Latin America as Consumer Confidence Increases
Despite consumer confidence rising across Latin America, businesses can’t afford to sit back and wait for the benefits of increased consumer spending power to roll in. Without a meaningfully different brand that meets consumers’ needs, rewards will not be seen. Eduardo Tomiya, of Millward Brown Vermeer, explains how global brands can compete with local incumbents by offering something meaningful, different and relevant to Latin American consumers.