Millward Brown Optimor Expands Across AMAP Region

WPP's brand strategy consultancy Millward Brown Optimor has opened a new practice in Shanghai, China, which will offer services across the AMAP (Africa, Middle East, Asia Pacific) regions.

Best known for its global BrandZ studies, the Millward Brown Optimor business also offers brand and marketing consulting, brand valuation and analytics, marketing investment planning, and ROI measurement.

Its new operation will be led by Benoit Garbe (pictured), who joined the company in 2006, after completing an MBA at Harvard. Before this, he served as a Strategic Planner for WPP-owned Ogilvy & Mather, and as a Brand Manager with Diageo and Moet Hennessy.

In his new role as Managing Director of Millward Brown Optimor AMAP, Garbe reports directly to Adrian Gonzalez, Head of Greater China and COO Africa, Middle East, Asia Pacific.

Millward Brown Optimor now has operations in the US, the UK, Mexico, and China, and will form a global leadership committee comprising Mario Simon for the Americas, Nick Cooper for Europe, and Garbe for AMAP.

Commenting on the launch in China, Millward Brown Global CEO Eileen Campbell said: 'Millward Brown Optimor continues its strategy of investing in growing markets. This expansion will help the business to best serve the needs of our clients and explore further opportunities in this increasingly important region.'

Web site: www.millwardbrown.com .