Kantar Firms Link for Social Media Insights

In the US, Millward Brown and its digital unit Dynamic Logic have partnered with Kantar sister-firm Cymfony, to integrate analysis of discussions on social media sites, blogs and message forums into their suite of digital, media and marketing solutions.

Richard Pasewark, General Manager of Cymfony, comments: 'Our partnership signals the overall shift occurring within the research industry towards synthesizing several sources of data to create more comprehensive and valuable market insights. We're excited by the work we are doing with Millward Brown and Dynamic Logic and the opportunities it will afford marketers.'

Responding to clients' needs for integrated, results-driven insights, Millward Brown and Dynamic Logic will also offer Cymfony's social media monitoring as part of brand tracking, CrossMedia Research, and Celebrity+Brand studies.

Dynamic Logic VP of Emerging Media, Alia Rana, says the partnership will help determine the brand impact of advertising on sites such as Facebook, YouTube or Myspace, on 'share of voice' across social media properties.

Web sites: www.millwardbrown.com , www.dynamiclogic.com and www.cymfony.com .