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Millward Brown is a global company focused on brands, media and communications. It is part of Kantar, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company.

Leadership
Travyn Rhall is the global CEO of Millward Brown. Rhall became CEO in May 2013. Previous Millward Brown CEOs include:


 * Maurice Millward and Gordon Brown (1973-1994)
 * David Jenkins (1994-1997)
 * Bob Meyers (1997-2007)
 * Eileen Campbell (2007-2013)

Founders
Gordon Brown and Maurice Millward founded Millward Brown in 1973 in Britain, having both worked as researchers at General Foods. The business was set up above a row of estate agents in Royal Leamington Spa, a town in the Midlands (England). The aim of the business was to provide clients with information that allowed them to make correct marketing and management decisions.

Mergers and Acquisitions
From 1980, Millward Brown rolled out continuous tracking studies in many countries but managed them from the UK. Until 1986 Millward Brown only had offices in the UK until it acquired U.S. research agency, Ad Factors. Bob Meyers, executive vice president of Ad Factors became CEO of the new company renamed Ad Factors/Millward Brown.

Millward Brown became a global company in 1987 with moves into Europe led by Tony Copeland. In 1989, Millward Brown was bought by global communications services company WPP plc, headed up by CEO Martin Sorrell. Maurice Millward retired in 1992 and Gordon Brown retired in 1994.

Dynamic Tracking
In 1976, Maurice Millward and Gordon Brown set up their first continuous tracking study, now named Dynamic Tracking, for Cadbury Schweppes with the objective to explore the issue of ad wear-out over time. Dynamic Tracking provides a complete 360° view of brand health and a continuous flow of knowledge about what is working for a brand and what could be working better. The approach now used for continuous tracking is almost universally based on that introduced by Millward Brown.

In 1985, Gordon Brown published "Tracking Studies and sales effect. A UK Perspective." In 1986, Gordon Brown introduced the Awareness Index in his paper, "Modelling Advertising Awareness." The Awareness Index (AI) is now a widely used metric for aiding the assessment of advertising. In 1987, Gordon published another paper "The Link Between Sales Effects and advertising content." Another paper followed in 1991, "How Advertising Affects the Sales of Packaged Goods Brands," known internally as "The Black Book."

Link
Gordon Brown and Nigel Hollis developed the Link pre-test in 1988. Link uses a comprehensive set of evaluative and diagnostic questions to predict the impact of an ad, in terms of both the attention it will generate and the sales that will result. It identifies areas that could be further developed or fine-tuned. With over 70,000 ads tested, the Millward Brown Link database provides a wealth of data for category and country comparisons. In 2008, Millward Brown conducted its 50,000th Link ad pre-test.

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested. Millward Brown launched online ad assessment facility, Digital Link, in 2006. In 2015, Millward Brown launched LinkNow for TV, a digital copy-testing solution for television advertising that gives results in less than six hours. This was followed by LinkNow for Digital, a copy-testing solution for digital advertising that delivered results in a similar time frame.

Brand Dynamics
Millward Brown launched Brand Dynamics in 1996. Brand Dynamics is used to look at a brand’s health. Millward Brown created the brand dynamics pyramid as an instrument to diagnose the factors underpinning customer loyalty to a brand.

Neuroscience
Millward Brown has been at the forefront of thinking about the emerging area of neuroscience and its application to advertising research, and launched the Neuroscience Practice in 2010. Headed up by Graham Page, the team has four regional leads in AMAP, LatAm, Europe and North America.

Meaningfully Different Framework
Brand Dynamics was launched in 1996, in 2011 Millward Brown set out to improve measurement of brand equity. By 2013 MB launched the Meaningfully Different Framework (MDF).

Meaningfully Different brands capture five times more volume, command a 13% price premium and are four times more likely to grow value share during the next 12 months, compared to brands lacking meaningful difference. In fact, meaningfully different brands are expected to grow value share an average of 6.9% per year. - See more at: http://www.millwardbrown.com/footer/about/meaningfully-different-framework#sthash.eyDw6bjW.dpuf

BrandZ
Millward Brown manages the annual BrandZ Top 100 Most Valuable Global Brands ranking. The study is conducted by Millward Brown Optimor to determine the financial value of consumer-facing brands and announced Apple as the most valuable global brand in 2011. It is the only brand ranking to combine consumer measures of brand equity - from the Brand Dynamics studies in Millward Brown’s BrandZ database - with financial data.

Apple was named as the world's most valuable brand in the BrandZ Top 100 Most Valuable Brands 2011, 2012, and 2013 ranking.

In 2014 Google overtook Apple to once again take the top spot in the BrandZ Top 100 Most Valuable Brands

In November 2010, Millward Brown launched its first ever BrandZ Top 50 most Valuable Chinese Brands ranking. And in December 2011, Millward Brown launched the second BrandZ Top 50 most Valuable Chinese Brands ranking with China Mobile announced as Number 1.

Value-D
In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.

Language of Love
In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study, which recommends successful strategies within the social media space.

Value of a Fan
In 2011, Millward Brown launched the Value of a Fan study in collaboration with the World Federation of Advertisers (WFA). The study was conducted with WFA members and looked at what contributes to a successful brand fan page.

Books
The Meaningful Brand published in 2013 and written by Millward Brown's chief global analyst, Nigel Hollis.

The Global Brand published in 2008 and written by Millward Brown's chief global analyst, Nigel Hollis Nigel Hollis expresses his thoughts and opinions on brands and marketing at his blog, Straight Talk with Nigel Hollis.

In addition, these books have a connection to Milward Brown:
 * Brand Sense by Martin Lindstrom
 * Advertised Mind by Erik Du Plessis
 * IPA booklet - Driving Top Line Growth, by Dominic Twose
 * The Branded Mind by Erik Du Plessis
 * Marketing to the New Majority by David Burgos and Ola Mobolade

Papers
Millward Brown has been involved in the following papers:
 * Advertising tracking studies and sales effects - Stephen Colman and Gordon Brown
 * Tracking Studies and Sales Effects: A UK Perspective - Gordon Brown
 * Findings From Brand Attitude Grids - Gordon Brown
 * Modelling advertising awareness - Gordon Brown
 * The link between sales effects and advertising - Gordon Brown
 * Facts from tracking studies - and old advertising chestnuts - Gordon Brown
 * Big Stable Brands and Ad Effects - Gordon Brown
 * TV and Print Advertising - Gordon Brown
 * Some New Thinking in the Light of Modern Evidence - Gordon Brown
 * Persuasion shift testing - Andy Farr
 * The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising - Gordon Brown
 * The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling - Nigel Hollis
 * Persuasion or enhancement - an experiment - Andy Farr
 * Like it or not, liking is not enough - Nigel Hollis
 * Understanding, Measuring, and Using Brand Equity - Nigel Hollis, Andy Farr and Paul Dyson
 * What Do You Want Your Brand To Be When It Grows Up: Big and Strong? - Nigel Hollis and Andy Farr
 * Advertising on the Web: Is There Response before Click-Through? - Nigel Hollis and Rex Briggs
 * Should the Language of Testing be Banned? - Nigel Hollis
 * Managing advertising as an investment - Andy Farr
 * Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners - Dominic Twose
 * Ten Years of Learning on How Online Advertising Builds Brands - Nigel Hollis
 * The emotional drivers of advertising success - real answers, practical tools - Graham Page
 * Cognitive neuroscience, marketing and research - separating fact from fiction - Graham Page and Jane E. Raymond
 * How effectively can ad research predict sales? - Dominic Twose and Dale Smith
 * Creative determinants of viral video viewing - Duncan Southgate, Nikki Westoby and Graham Page
 * How to get the best of neuromarketing - Graham Page
 * Creative effectiveness - Dominic Twose and Polly Wyn Jones
 * Face Value: Measuring emotions without the guesswork - Graham Page

Awards
Millward Brown sponsored the U.S. and Australian Effie Awards in 2009.

Key People

 * Travyn Rhall - former CEO Africa, Middle East, Asia, and Pacific, now Global CEO
 * Gonzalo Fuentes - CEO Latin America
 * Adrian Gonzalez - CEO Africa, Middle East, Asia, and Pacific
 * Mary Ann Packo - CEO North America
 * Tim Wragg - CEO Europe
 * Gordon Pincott – Chairman, Global Solutions
 * Nigel Hollis - Chief Global Analyst
 * Ron Markham, CIO
 * Dave Sandberg - Global CFO
 * Nick Findlay - Global head of Operations
 * Susan Steele - Global Chief Human Resources Officer
 * Sue Elms - EVP Global Brands
 * Duncan Southgate - Global Brand Director, Digital
 * John Svendsen - Global Brand Director, Media
 * Daren Poole - Global Brand Director, Link
 * Claire Spaargaren - Global Brand Director, Tracking

Published writing
Hollis has authored a number of books including Global Brand' and Premium' which won the 2015 Berry-AMA Book Prize for Best Book in Marketing from the American Marketing Association

Hollis contributed a chapter to Martin Lindstrom's 2005 book Sense'', in which Lindstrom described research that was designed by Hollis and conducted by Millward Brown specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.

The HotWired ad effectiveness study
Designed by Rex Briggs, then head of research at HotWired, with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales, but the methodology differed significantly from brand tracking, for which Millward Brown was known. Hollis was instrumental in getting HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner ads could have a branding effect before clickthrough is noted as the first study of its kind

Other writing
Hollis regularly publishes a blog called "Straight Talk with Nigel Hollis" and also writes a bi-monthly column for M & M Global. Hollis has also had articles published in Journal of Advertising, Harvard Business Review and The Atlantic.

Papers
Millward Brown has been involved in the following papers:
 * Advertising tracking studies and sales effects - Stephen Colman and Gordon Brown
 * Tracking Studies and Sales Effects: A UK Perspective - Gordon Brown
 * Findings From Brand Attitude Grids - Gordon Brown
 * Modelling advertising awareness - Gordon Brown
 * The link between sales effects and advertising - Gordon Brown
 * Facts from tracking studies - and old advertising chestnuts - Gordon Brown
 * Big Stable Brands and Ad Effects - Gordon Brown
 * TV and Print Advertising - Gordon Brown
 * Some New Thinking in the Light of Modern Evidence - Gordon Brown
 * Persuasion shift testing - Andy Farr
 * The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising - Gordon Brown
 * The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling - Nigel Hollis
 * Persuasion of enhancement - an experiment - Andy Farr
 * Like it or not, liking is not enough - Nigel Hollis
 * Understanding, Measuring, and Using Brand Equity - Nigel Hollis, Andy Farr and Paul Dyson
 * What Do You Want Your Brand To Be When It Grows Up: Big and Strong? - Nigel Hollis and Andy Farr
 * Advertising on the Web: Is There Response before Click-Through? - Nigel Hollis and Rex Briggs
 * Should the Language of Testing be Banned? - Nigel Hollis
 * Managing advertising as an investment - Andy Farr
 * Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners - Dominic Twose
 * Ten Years of Learning on How Online Advertising Builds Brands - Nigel Hollis
 * The emotional drivers of advertising success - real answers, practical tools - Graham Page
 * Cognitive neuroscience, marketing and research - separating fact from fiction - Graham Page and Jane E. Raymond
 * How effectively can ad research predict sales? - Dominic Twose and Dale Smith
 * Creative determinants of viral video viewing - Duncan Southgate, Nikki Westoby and Graham Page
 * How to get the best of neuromarketing - Graham Page
 * Creative effectiveness - Dominic Twose and Polly Wyn Jones
 * Face Value: Measuring emotions without the guesswork - Graham Page