research founded warwick england headquarters new york city key people travyn rhall ceo of millward brown products market research revenue 1 billion 2013 parent kantar group subsidiaries bpri dynamic logic firefly millward brown millward brown vermeer millward brown precis website www.millwardbrown.com millward brown 1 is a british multinational market research firm focused on advertising effectiveness strategic communication media and brand equity research . the company is headquartered in new york city . it is a wholly owned operating company by wpp plc and is part of kantar group the world s second largest market research organization after nielsen company . 2 it has 87 offices in 58 countries in the americas europe asia pacific the middle east and africa . contents 1 company history 1.1 founding 1.2 mergers and acquisitions 1.3 partnership and expansion 2 innovation 2.1 dynamic tracking 2.2 link 2.3 brand dynamics 2.4 neuroscience 2.5 meaningfully different framework 3 key research 3.1 brandz 3.2 value d 3.3 language of love 3.4 value of a fan 4 books 5 papers 6 awards 7 leadership 7.1 key people 8 references 9 external links company history edit founding edit 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 . 3 mergers and acquisitions edit 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 . 4 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 5 headed up by ceo martin sorrell . maurice millward retired in 1992 and gordon brown retired in 1994 . millward brown has acquired many companies namely analytics quotient of india in 2016 6 7 effectivebrands holding b.v. of netherlands in 2014 8 insightexpress inc. of usa in 2014 9 10 brandanalytics consultoria ltda of brazil in 2013 11 and intelliquest information group inc of usa in 1999 . 12 13 partnership and expansion edit in 2013 yahoo asia pacific and millward brown partnered to evaluate the brand impact of digital advertising . in 2015 millward brown partnered with snapchat to provide the first analysis of advertising effectiveness on the snapchat platform . innovation edit dynamic tracking edit 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 . 14 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 . 15 in 1985 gordon brown published tracking studies and sales effect . a uk perspective . 16 in 1986 gordon brown introduced the awareness index in his paper modelling advertising awareness . 17 the awareness index ai 18 is now a widely used metric for aiding the assessment of advertising . 19 in 1987 gordon published another paper the link between sales effects and advertising content . 20 another paper followed in 1991 how advertising affects the sales of packaged goods brands known internally as the black book . 21 link edit 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 . 22 link360 launched in 2007 which enabled multimedia campaigns to be pre tested . 23 millward brown launched online ad assessment facility digital link in 2006 . 24 in 2015 millward brown launched linknow for tv a digital copy testing solution for television advertising that gives results in less than six hours available through zappistore . 25 this was followed by linknow for digital a copy testing solution for digital advertising that delivered results in a similar time frame . 26 brand dynamics edit 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 27 as an instrument to illustrate the factors underpinning customer loyalty to a brand . 28 neuroscience edit millward brown launched the neuroscience practice in 2010 to apply some insights from neuroscience to advertising research . 29 headed up by graham page 30 the team has four regional leads in amap latam europe and north america . 31 meaningfully different framework edit 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 . key research edit brandz edit millward brown manages the annual brandz top 100 most valuable global brands ranking . 32 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 . 32 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 . 33 apple was named as the world s most valuable brand in the brandz top 100 most valuable brands 2011 2012 and 2013 ranking . 34 in 2014 google overtook apple to once again take the top spot in the brandz top 100 most valuable brands 35 in november 2010 millward brown launched its first ever brandz top 50 most valuable chinese brands ranking . 36 and in december 2011 millward brown launched the second brandz top 50 most valuable chinese brands ranking with china mobile announced as number 1 . 37 value d edit in february 2011 millward brown launched the findings of its value d study which looked at brand value and desire . 38 language of love edit in 2010 firefly millward brown announced the findings of its language of love in social media study 39 which recommends successful strategies within the social media space . value of a fan edit in 2011 millward brown launched the value of a fan 40 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 edit millward brown s chief global analyst nigel hollis has written a number of books on the subject of brand value including the global brand 41 and brand premium . 42 in addition these books have a connection to milward brown brand sense 43 by martin lindstrom advertised mind 44 by erik du plessis ipa booklet 45 driving top line growth by dominic twose the branded mind 46 by erik du plessis marketing to the new majority 47 by david burgos and ola mobolade papers edit millward brown has been involved in the following papers advertising tracking studies and sales effects stephen colman and gordon brown 48 tracking studies and sales effects a uk perspective gordon brown 49 findings from brand attitude grids gordon brown 50 modelling advertising awareness gordon brown 51 the link between sales effects and advertising gordon brown 52 facts from tracking studies and old advertising chestnuts gordon brown 53 big stable brands and ad effects gordon brown 54 tv and print advertising gordon brown 55 some new thinking in the light of modern evidence gordon brown 56 persuasion shift testing andy farr 57 the awareness problem attention and memory effects from tv and magazine advertising gordon brown 58 the link between ad awareness and sales . new evidence from sales response modelling nigel hollis 59 persuasion or enhancement an experiment andy farr 60 like it or not liking is not enough nigel hollis 61 understanding measuring and using brand equity nigel hollis andy farr and paul dyson 62 what do you want your brand to be when it grows up big and strong nigel hollis and andy farr 63 advertising on the web is there response before click through nigel hollis and rex briggs 64 should the language of testing be banned nigel hollis 65 managing advertising as an investment andy farr 66 driving top line growth how to grow your brand lessons from the ipa winners dominic twose 67 ten years of learning on how online advertising builds brands nigel hollis 68 the emotional drivers of advertising success real answers practical tools graham page 69 cognitive neuroscience marketing and research separating fact from fiction graham page and jane e. raymond 70 how effectively can ad research predict sales dominic twose and dale smith 71 creative determinants of viral video viewing duncan southgate nikki westoby and graham page 72 how to get the best of neuromarketing graham page 73 creative effectiveness dominic twose and polly wyn jones 74 face value measuring emotions without the guesswork graham page 75 awards edit millward brown sponsored the u.s. 76 and australian effie awards in 2009 . 77 leadership edit travyn rhall is the global ceo of millward brown . rhall became ceo in may 2013 . 78 previous millward brown ceos include maurice millward and gordon brown 1973 94 david jenkins 1994 97 bob meyers 1997 2007 79 eileen campbell 2007 13 78 key people edit 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 references edit bloomberg millward brown group bloomberg business week . retrieved 10 september 2010 . salama eric . honomichl global top 25 2010 marketing power . retrieved 20 april 2011 . twose dominic . from leamington spa to beijing . the global brand 2008 p. 225 . twose dominic . from leamington spa to beijing the global brand 2008 p. 227 . group history wpp . retrieved 19 april 2011 . millward brown buys analytics quotient 400 experts transfer . retrieved 18 march 2016 . millward brown agrees to acquire marketing analytics company analytics quotient . retrieved 29 december 2011 . millward brown acquires global brand strategy company effectivebrands . retrieved 18 march 2016 . millward brown acquires research firm insightexpress in the us . retrieved 18 march 2016 . millward brown accelerates digital strategy with acquisition of insightexpress . retrieved 18 march 2016 . millward brown acquires majority stake in brandanalytics in brazil . retrieved 18 march 2016 . wpp to acquire intelliquest information group . retrieved 18 march 2016 . wpp s millward brown to acquire intelliquest information group inc ; strengthens position in hi tech and internet research . retrieved 18 march 2016 . twose dominic . from leamington spa to beijing the global