In its second-largest acquisition, Amazon buys the company for $970 million.
The announcement follows today’s news from Kantar, Millward Brown’s parent company, that it will bring together two of its digital insights providers, Dynamic Logic and Compete, as Millward Brown Digital.
New York, July 9, 2013 – Millward Brown, the world’s leading expert in helping clients grow great brands, today announced the expansion of Millward Brown’s U.S. digital business. The announcement follows today’s news from Kantar, Millward Brown’s parent company, that it will bring together two of its digital insights providers, Dynamic Logic and Compete, as Millward Brown Digital, to deliver comprehensive digital solutions that help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth.
“Marketers have told us that ‘getting digital right’ is their top priority and that they require holistic consumer, brand and media insights to capitalize on growth opportunities,” said Mary Ann Packo, CEO, Millward Brown North America. “By bringing together Dynamic Logic’s industry leading digital and cross-media effectiveness solutions, Compete’s unmatched levels of consumer and path-to-purchase intelligence and Millward Brown’s deep brand building expertise, we will provide clients with the most complete view of how marketing is impacting their brand and sales performance.”
Millward Brown Digital will deliver the breadth, depth and combination of digital solutions and brand knowledge that marketers seek to help them identify new ways to:
- Increase media efficiency and optimize campaign effectiveness.
Comprehensive marketing, advertising and media effectiveness solutions to measure and improve brand and business performance.
- Enhance total brand performance and expand sales and market share.
Brand and media insights combined with attitudinal and behavioral data to unlock the value of digital in driving total brand success.
Scott Ernst, newly appointed president of Millward Brown Digital, commented: “While audience metrics are often used as yardsticks for digital performance, we know that sustainable digital success begins with the consumer and their relationship with brands. By providing a full view of effectiveness across the marketing cycle and all media touch points, we put digital into context within the marketing mix and help clients drive brand growth.”
Dynamic Logic and Compete announced previously the launch of Advance™, Millward Brown Digital’s first integrated offering combining behavioral and attitudinal impact measures, along with verification and view-ability, to help advertisers optimize digital campaigns.
Ernst added: “The Advance launch reflects terrific collaboration to meet a marketplace need and is the first example of how Millward Brown Digital’s resources are well aligned to deliver innovative solutions. We look forward to working across Millward Brown and all of Kantar to move the CMO’s digital agenda forward.”
About Millward Brown
Millward Brown (www.millwardbrown.com) is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through a set of comprehensive research-based qualitative and quantitative solutions. We have 82 offices in more than 50 countries and work with 90 percent of the world’s largest brands. Specialist practices include Millward Brown Digital, Firefly Millward Brown (a global qualitative network), Millward Brown Optimor (helping clients maximize return on brand and marketing investments) and MaPS (strategic analytics and consulting). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP.
About Millward Brown Digital
In the U.S., Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. The unit combines Compete’s consumer, channel and market intelligence solutions – supported by the largest behavioral panel in the industry – with Dynamic Logic’s market-leading advertising and campaign effectiveness offering. Insights from the division helps marketers increase media efficiency and optimize campaign effectiveness; expand sales and market share for their brands across all channels and enhance total brand performance.