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BrandZ™ Top 50 Latin American Brands 2014
For the second year in a row, Mexican beer brand Corona is the most valuable brand in Latin America, according to the 2014 BrandZ™ Top 50 Most Valuable Latin American Brands ranking. Produced in conjunction with Millward Brown Vermeer and WPP, the ranking evaluates brands from across Latin America. Read the full report for insights into the findings, country specific breakdowns, and how brands were affected by World Cup fever.
Cannes Lions: Creative and Effective?
The International Festival of Creativity draws a huge gathering of advertising professionals and marketers, and its Cannes Lions awards are, understandably, a hallmark of creative success. However, as the vast array of categories suggest, there is no one way of defining creativity. While creative ads are a joy to behold on their own, we can also see that creativity is undeniably linked with success, as Dominic Twose, Global Head of Knowledge Management, Millward Brown, explores in this Point of View.
Taking the Long View
There has been much discussion over the importance of long-term versus short-term sales effects; especially how while they are both significant, they are also fundamentally very different. This paper explores Millward Brown’s Meaningfully Different Framework, and how the validation of copy-testing metrics around brands being meaningful, different and salient can impact long-term sales growth.