Millward Brown Acquires EffectiveBrands

SHANGHAI, June 26, 2014 /PRNewswire/ -- Millward Brown, a global leader in brand, media and communications research, announced it has acquired EffectiveBrands Holding B.V. ("EffectiveBrands"), one of the world's leading global marketing strategy consulting firms. Millward Brown will combine EffectiveBrands with Millward Brown Optimor, its strategy consulting unit, to form Millward Brown Vermeer. Millward Brown Vermeer will work with the world's leading CMOs and brands to align the "why, what and how" of marketing strategy to drive brand-led business growth.

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"As customers, employees and investors demand increased transparency and value from companies, business leaders face unprecedented complexity and disruption," said Travyn Rhall, CEO, Millward Brown. "With the formation of Millward Brown Vermeer, we are strengthening and expanding our offer to help organizations answer the key questions that unleash brand-led business growth and ensure that the resulting strategies are implemented effectively around the world. We very much welcome the EffectiveBrands team to Millward Brown."

EffectiveBrands was founded in 2001 by Marc de Swaan Arons and Frank van den Driest. The founders, along with the firm's 65 employees, bring extensive brand marketing experience to client engagements. EffectiveBrands' Marketing2020 study is recognized as the most global and comprehensive CMO research program ever conducted and helps global CMOs align marketing strategy, structure, and capability with business growth.

De Swaan Arons said, "Millward Brown Vermeer brings together a unique combination of talent, experience and locations to offer clients the first holistic, end-to-end global marketing strategy offering focused specifically on driving brand-led business growth." Van den Driest added, "We are delighted to be joining forces with Millward Brown Optimor to create a unique offer for today's marketing leaders."

Uniquely positioned to link brand, consumer insights and trends to business and financial outcomes, Millward Brown Optimor uses evidence to size and prioritize opportunities that can best unlock brand value growth and optimize marketing investments. Millward Brown Optimor entered China in 2012 and has worked with some of the world's leading companies based in the region, helping them to transform their brands and businesses, better understand their customers and what motivates them, and ignite growth in their revenues, profits, and shareholder value. Combining the business with EffectiveBrands to form Millward Brown Vermeer will further reinforce the position of leading brand marketing strategy provider.

Benoit Garbe, Managing Director of Millward Brown Vermeer for the Africa Middle East Asia Pacific Region, based in Shanghai, commented: "We will continue to help shape our global and Chinese clients' brand strategies based on local market understanding, and we will now also support their ambitions by helping them build marketing capabilities and design brand-led organizations.  The synergies between EffectiveBrands and Millward Brown Optimor will bring clear benefits to our clients, and I am truly excited by the formation of Millward Brown Vermeer."

In addition to the Marketing2020 study, Millward Brown Vermeer's thought leadership includes the BrandZ™ brand valuation database, which powers the annual BrandZ Top 100 Most Valuable Global Brands ranking, along with studies for the Chinese and Latin American markets. Millward Brown Vermeer will serve clients globally with offices in New York, London, Amsterdam, Mexico City, Sao Paulo, Cape Town, Shanghai, Singapore, Tokyo and Sydney.

About Millward Brown
Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (a global qualitative network), a neuroscience practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Vermeer (a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP's data investment management division. Learn more at www.millwardbrown.com.

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