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Kantar Millward Brown

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Kantar Millward Brown
IndustryMarket Research
Founded 📆Warwick, England
Founder 👔
Headquarters 🏙️,
New York City, US
Area served 🗺️
Key people
Richard Ingleton (CEO, Kantar, Insights Division)

James Brooks (COO)

Dave Sandberg (CFO)
Products 📟 Market Research
Revenue🤑 Increase$1,555 million (2018)
Number of employees
ParentKantar Group
Dynamic Logic
Firefly Millward Brown
Millward Brown Vermeer
Millward Brown Precis
🌐 Websitewww.millwardbrown.com
📇 Address
📞 telephone

Kantar Millward Brown[1] (formerly known as Millward Brown) was a multinational market research firm specializing in advertising effectiveness, strategic communication, media and brand equity research. The company was headquartered in New York City and had 87 offices in 58 countries.

Millward Brown was founded in 1973. It was bought by WPP plc in 1990. Wholly owned by WPP, it was part of Kantar Group, the world’s second largest market research organization after Nielsen Company.[2] In April 2019 Kantar announced that it was unifying all its legacy brands (including Kantar Millward Brown) and consolidating all services and offerings under the Kantar brand name.[3][4]

Company history[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.[5]

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.[6]

Millward Brown became a global company in 1987 with moves into Europe led by Tony Copeland. In 1990, Millward Brown was bought by global communications services company WPP plc,[7] 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,[8][9] EffectiveBrands Holding B.V. of Netherlands in 2014,[10] InsightExpress Inc. of US in 2014,[11][12] BrandAnalytics Consultoria Ltda of Brazil in 2013,[13] and IntelliQuest Information Group Inc of USA in 1999.[14][15]

Partnership and expansion[edit]

In 2013 Yahoo! Asia Pacific and Millward Brown partnered to evaluate the brand impact of digital advertising.[citation needed]

In 2015 Millward Brown partnered with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform.[citation needed]


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.[16] 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.[17]

In 1985, Gordon Brown published "Tracking Studies and sales effect. A UK Perspective." [18] In 1986, Gordon Brown introduced the Awareness Index in his paper, "Modelling Advertising Awareness."[19] The Awareness Index (AI)[20] is now a widely used metric for aiding the assessment of advertising.[21] In 1987, Gordon published another paper "The Link Between Sales Effects and advertising content."[22] Another paper followed in 1991, "How Advertising Affects the Sales of Packaged Goods Brands," known internally as "The Black Book."[23]


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.[24]

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested.[25] Millward Brown launched online ad assessment facility, Digital Link, in 2006.[26] 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.[27] This was followed by LinkNow for Digital, a copy-testing solution for digital advertising that delivered results in a similar time frame.[28]

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[29] as an instrument to illustrate the factors underpinning customer loyalty to a brand.[30]


Millward Brown launched the Neuroscience Practice in 2010 to apply some insights from neuroscience to advertising research.[31] Headed up by Graham Page,[32] the team has four regional leads in AMAP, LatAm, Europe and North America.[33]

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).[citation needed]

Key research[edit]


BrandZ is the world’s largest brand equity platform. The BrandZ series of Brand Valuation rankings combine validated financials with nearly 4 million consumer interviews to determine the value that the brand contributes to the overall business – BrandZ is the only brand valuation to take into account consumer perceptions of brands. Now in its 14th year, BrandZ and has researched over 166,000 brands in over 50 markets, providing brands with a detailed picture of the competitor landscape and how their brand is perceived around the world.

Australia Top 40 2018 – launched 27 June 2018 – Commonwealth Bank of Australia no. 1 brand with a brand value of $16,412 million

China Top 100 2019 – launched 6 May 2019 – Alibaba no.1 brand with a brand value of $141.0 billion

Chinese Global Brand Builders Top 50 2019 – launched 29 March 2019 – Huawei no. 1 brand

France Top 50 2019 – launched 13 December 2018 – Louis Vuitton no. 1 brand with a brand value of $35,505 million

Germany Top 50 2019 – launched 31 January 2019 – SAP no. 1 brand with brand value of $50,937 million

Global Top 100 2018 – launched 29 May 2018 - Google no. 1 brand with brand value of $302,063 million

India Top 2018 – launched 6 September 2018– HDFC Bank no. 1 brand with brand value of $21.7 billion

Indonesia Top 50 2018 – launched 24 October 2018 – BCA Bank no. 1 brand with brand value of $12,674 million

Italy Top 30 2018 – launched 19 March 2019 – Gucci no. 1 brand with brand value of $24,414 million

Latin America Top 50 2018 – launched 27 April – Corona no. 1 brand with brand value of $8,292 million

The Netherlands Top 30 2019 – launched 6 December 2018 – Shell no. 1 brand with brand value of $20,656 million

Saudi Arabia Top 20 2017 – STC no.1 brand with brand value of $6,589 million

South Africa Top 30 2018 – launched 31 October 2018 – Standard Bank no. 1 brand value of $4,788 million

Spain Top 30 2019 – launched 26 March 2019 – Zara no. 1 brand value of $24,801 million

UK Top 75 2018 – launched 20 September 2018 – Vodafone no. 1 brand value of $28,860 million

US Top 100 2018 –launched 14 November 2018 – Google no. 1 brand value of $286,258 million

Retail Top 75 2019 – launched 14 May 2019 – Amazon no. 1 brand value of $165,256 million


In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.[34]

Language of Love[edit]

In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study,[35] which recommends successful strategies within the social media space.

Value of a Fan[edit]

In 2011, Millward Brown launched the Value of a Fan[36] 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.


Millward Brown's Chief Global Analyst, Nigel Hollis, has written a number of books on the subject of brand value, including The Global Brand[37] and Brand Premium.[38]

In addition, these books have a connection to Milward Brown:

  • Brand Sense[39] by Martin Lindstrom
  • Advertised Mind[40] by Erik Du Plessis
  • IPA booklet[41] - Driving Top Line Growth, by Dominic Twose
  • The Branded Mind[42] by Erik Du Plessis
  • Marketing to the New Majority[43] by David Burgos and Ola Mobolade


Millward Brown sponsored the U.S.[44] and Australian Effie Awards in 2009.[45]


Travyn Rhall is the global CEO of Millward Brown. Rhall became CEO in May 2013.[46] Previous Millward Brown CEOs include:

  • Maurice Millward and Gordon Brown (1973–94)
  • David Jenkins (1994–97)
  • Bob Meyers (1997–2007)[47]
  • Eileen Campbell (2007–13)[46]


  1. Bloomberg "Millward Brown Group", "Bloomberg Business Week". Retrieved 10 September 2010.
  2. Salama, Eric. "Honomichl Global Top 25 2010", "Marketing Power". Retrieved 20 April 2011.
  3. "WPP's Kantar Consolidates All Divisions Under Single Brand Name". www.adweek.com. Retrieved 2019-05-15.
  4. "Kantar merges all brands under single name as WPP's merger plans continue". The Drum. Retrieved 2019-05-15.
  5. Twose, Dominic. "From Leamington Spa to Beijing". The Global Brand, 2008, p.225.
  6. Twose, Dominic. "From Leamington Spa to Beijing", The Global Brand, 2008, p.227.
  7. "Group History" "WPP". Retrieved 19 April 2011.
  8. "Millward Brown buys Analytics Quotient, 400 experts transfer". 9 March 2016. Retrieved 18 March 2016.
  9. "Millward Brown Agrees to Acquire Marketing Analytics Company Analytics Quotient". Retrieved 29 December 2011.
  10. "Millward Brown acquires global brand strategy company EffectiveBrands". Retrieved 18 March 2016.
  11. "Millward Brown acquires research firm InsightExpress in the US". Retrieved 18 March 2016.
  12. "Millward Brown Accelerates Digital Strategy with Acquisition of InsightExpress". Retrieved 18 March 2016.
  13. "Millward Brown acquires majority stake in BrandAnalytics in Brazil". Retrieved 18 March 2016.
  14. "WPP to acquire IntelliQuest Information Group". Retrieved 18 March 2016.
  15. "WPP's Millward Brown to Acquire IntelliQuest Information Group, Inc; Strengthens Position in Hi-Tech and Internet Research". Retrieved 18 March 2016.
  16. Twose, Dominic."From Leamington Spa to Beijing", The Global Brand, 2008, p.225-226.
  17. Heath, Robert."Can Tracking Studies Tell Lies?"[permanent dead link]"International Journal of Advertising, 1999."
  18. Brown G. "Tracking Studies and sales effect: A UK perspective", Journal of Advertising Research, 1985, Feb.
  19. Brown, G "Modelling advertising awareness", The Statistician, 1986.
  20. Feldwick, Paul., Cook, Louise., & Carter, Sarah."How Useful is the Awareness Index?"[permanent dead link] "AdMap", March 1991.
  21. Goode, Alistair."The role of ad memory in ad persuasion – rethinking the hidden persuaders" "International Journal of Market Research", Vol. 49, No. 1, 2007, p.1.
  22. Brown, Gordon."The link between sales effects and advertising content"[permanent dead link] "AdMap", April 1987.
  23. Brown, Gordon."How Advertising Affects the Sales of Packaged Goods Brands", 1991.
  24. Marketing Week editorial team. "Millward Brown completes 50,000th Link ad pre-test" "Marketing Services Talk", 3 March 2008, accessed on line 9 September 2010.
  25. Marketing Week editorial team. "Link gives advertisers total view of campaigns" "Marketing Services Talk", 31 August 2007, accessed on line 10 September 2010.
  26. Donohue, Alex."Millward Brown and Dynamic Logic Unveil Online Ad Test" "Brand Republic", 31 July 2006, accessed on line 10 September 2010.
  27. "Millward Brown Launches Quick TV Copy Testing Tool" "MrWeb", 22 January 2015, accessed on line 18 February 2016.
  28. Bainbridge, Jane."Millward Brown Launches Digital Ad Copy-Testing Tool" "Research Live", 24 March 2015, accessed on line 18 February 2016.
  29. Hollis, Nigel."Understanding, measuring, and using brand equity"[permanent dead link] "Journal of Advertising Research", Vol. 36, No. 6, 1996.
  30. Millward Brown."Brand Dynamics Pyramid"[permanent dead link]"Brand Management Models", 2006.
  31. AdWeek."Millward Brown launches neuroscience practice" "Ad Week", April 2010. Retrieved 20 April 2011.
  32. Research Live."Millward Brown innovations chief to lead neuroscience division" "Research-Live", March 2010. Retrieved 20 April 2011.
  33. Research Live."Millward Brown adds brains to neuroscience practice" "Research-Live", July 2010. Retrieved 20 April 2011.
  34. MNI-Live."Amazon Top Value-D Brand in the World" Archived 17 March 2011 at the Wayback Machine "Media News International", March 2011.
  35. Media Post."Put a face on those social sites"[permanent dead link] "Media Post", November 2010. Retrieved 20 April 2011.
  36. FT."The fickle value of friendship" "Financial Times", March 2011. Retrieved 20 April 2011.
  37. Hollis, Nigel."The Global Brand" "The Global Brand Website", 2008, accessed on line 10 September 2010.
  38. Hollis, Nigel."Brand Premium" "The Meaningful Brand Website", 2015, accessed on line 19 February 2016.
  39. Lindstrom, Martin."Brand Sense" Archived 28 April 2011 at the Wayback Machine"The Brand Sense Web site", 2005, accessed on line 10 September 2010.
  40. Plessis, Erik Du."The Advertised Mind" "The Advertised Mind", 2005, accessed on line 10 September 2010.
  41. Twose, Dominic."Driving Top Line Growth" Archived 7 December 2010 at the Library of Congress Web Archives "Institute of Practitioners in Advertising" 15 November 2005. Retrieved 9 September 2010.
  42. Plessis, Erik Du."The Branded Mind" "Kogan Page" accessed 20 April 2011.
  43. Burgos, David and Mobolade, Ola."Marketing to the New Majority" Archived 31 October 2011 at the Wayback Machine. Retrieved 8 November 2011.
  44. Effie Worldwide."U.S. Effie Awards 2009" Archived 20 July 2011 at the Wayback Machine "Effie Worldwide", 2009. Retrieved 14 September 2010.
  45. The Communications Council."Australian Effie Awards 2009" Archived 30 September 2009 at the Wayback Machine "The Communications Council", 2009. Retrieved 14 September 2010.
  46. 46.0 46.1 Research "Eileen Campbell to step down as Millward Brown CEO", "Research". Retrieved 4 November 2013.
  47. AUTHOR."Meyers resigns after 10 years as Millward Brown chief executive" "Research Live", 7 April 2007. Retrieved 10 September 2010.

External links[edit]

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