Changes at MB in Sweden

Millward Brown has announced a change to the licensing of its techniques in Sweden. The licence, held by Demoskop AB since September 1997, has now reverted to Millward Brown, who in future will be supplying their products and services directly to the Swedish market.

Lars Andersen, Managing Director of Millward Brown Denmark and Millward Brown Norway also becomes MD of Millward Brown Sweden. A dedicated office opened in Stockholm this week, manned by Anne Hansson and Mimi Diego, both of whom have extensive experience with market research and consultancy in general and with Millward Brown techniques in particular.

Commenting on the change, Sue Gardiner, Joint Managing Director of Millward Brown's Northern European Operations said: 'We and our clients have enjoyed an excellent relationship with Demoskop over the last five years, but our business interests are now diverging. Our priority at Millward Brown is to service the business we do for our clients in the Nordic countries on a pan regional basis. To do this we need our own team in market'.

Lars Andersen continued: 'This gives us a much better opportunity to service clients who operate at a Nordic level and need cross border reporting and consultancy'.

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