MB Launches Automotive Practice

Millward Brown has just announced the global launch of Millward Brown Automotive. This new initiative will harness many of Kantar's automotive research capabilities, including the advanced product research capabilities of Goldfarb Consultants, which recently merged with Millward Brown.

For the first time, automotive marketers will have a single source for research throughout the product life cycle, from strategy, early ideas and new product development, to product launch and in-market performance.

Nick Findlay, with 25 years experience in the automotive industry, based in Millward Brown's Detroit office, will lead Millward Brown Automotive. Findlay will be supported by a number of other key executives, including Jerry Matella, also in Detroit, a career automotive researcher specialising in advanced product research, Dr. Stephen Popiel in Toronto, who will provide advanced analytic support to the team and Clare Evans in the U.K., who will lead the practice's European initiatives. Qualitative research will be provided by Millward Brown's extensive global qualitative network that was recently expanded through the addition of Greenfield Consulting Group in the U.S.

'Millward Brown's extensive experience in automotive product development, market segmentation, and marketing communications as well as the global 33-country reach of the new entity, will be a powerful resource for automotive marketers,' said Findlay.

Bob Meyers, Group CEO of Millward Brown added 'The Millward Brown Group is now uniquely positioned to provide comprehensive research and consulting services for the automotive industry worldwide. This realignment underscores our commitment to adding value through combining excellent research tools with industry expertise in the automotive market. This cumulative learning is unprecedented in the automotive sector.'

Millward Brown Automotive will maintain offices in Detroit, Los Angeles, Chicago (Naperville), Toronto, and Warwick, U.K. as well as in strategic automotive markets around the world.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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