WPP qualitative research operation Millward Brown has bought Amsterdam’s EffectiveBrands marketing consultancy to combine it with its own consultancy operation Millward Brown Optimor.
Of the large number of brands within WPP’s Kantar research operation, Millward Brown has proved perhaps the most durable. It produces the BrandZ brand valuation survey, the Marketing2020 study and a number of China surveys. It also operates Millward Brown Digital, qualitative network Firefly Millward Brown and a neuroscience practice. Millward Brown was originally part of agency J. Walter Thompson.
EffectiveBrands clients include Pernod Ricard, Virgin, Barclays, Unilever and PepsiCo. Its HQ is in Amsterdam with offices in London, New York, Singapore and Tokyo and it employs about 65 people.