In New York, Millward Brown has appointed Rob Hernandez for the newly created post of Global Brand Director of its qual research network Firefly - the first of five such roles planned across the company.

Last September, the company brought all its global qual agencies together under the Firefly Millward Brown branding. The division uses its understanding of marketing and consumer behaviour and of local, regional and global markets to identify brand opportunities from 40 locations worldwide.

These new leadership roles will focus on the development of solutions in the areas of qualitative, digital media, link and dynamic tracking. CEO Eileen Campbell says the positions have been created to meet demand for the firm’s client solutions, and welcomes Hernandez with his ‘vast expertise’.

Before joining, Hernandez spent eight years as an MD with Greenfield Consulting Group, now the North American Firefly company. Earlier in his career, he worked for ad groups Leo Burnett, Y&R and Lowe & Partners.

His research background includes creative ideation sessions, brand development work, and communication assessment studies, and he has a particular interest in the use of social media for research purposes.

In his new role and as a member of the Global Qualitative Board, Hernandez is tasked with ensuring that Firefly’s regional best practices are shared globally, while also leading the development of new proprietary solutions.

Web sites: www.millwardbrown.com and www.fireflymb.com .

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