Millward Brown and GutCheck in Copy Testing Partnership

Millward Brown has partnered with on-demand online community specialist GutCheck to launch a qualitative tool called Pre-LinkNow, which offers a copy-testing framework to help marketers better understand ad performance.

The partnership combines Millward Brown's Link ad research suite of tools with GutCheck's community methodology, to enable clients to analyze consumer feedback at every stage of creative development - from storyboard to final cut. The firms say they have plans to roll out Pre-LinkNow across 26 countries.

Heath Greenfield (pictured), Millward Brown's EVP, Strategy & Corporate Development, comments: 'We are pleased to team with GutCheck on this unique solution for marketers. Pre-LinkNow is a great addition to Millward Brown's creative development suite and quick-turn offers, and helps marketers quickly and cost-effectively complement quantitative learnings with the voice of their consumers'.

Web site: www.gutcheckit.com and www.millwardbrown.com .