Millward Brown adds to WALKER Franchises

Millward Brown has extended its franchising arrangements with WALKER, the stakeholder relationship management and measurement specialists. In a three year agreement begun on 1st June, MB took on the WALKER franchise in Poland, the Czech Republic, Hungary and Turkey, adding to its existing licenses in the UK, through BMRB, and in Australia.

Millward Brown is part of The Kantar Group, the information, insight and consultancy arm of WPP and is acknowledged as a global provider of brand and communications research. The aim of the franchise agreement is to further strengthen its capabilities in Central and Eastern European (CEE). Pawel Ciacek, currently a senior director with SMG-KRC Millward Brown in Poland becomes the Marketing Director for the WALKER franchise in the region, reporting in to CEE Managing Director Petra Prusova.

According to Prusova 'the fit [between the two companies] is ideal, and will enable us to provide our clients with more actionable recommendations on the totality of their consumer's brand experience'. Ciacek believes that the rounded picture delivered by the joint fund of expertise created will 'help clients maximise the opportunities they have to grow their businesses in this fast changing region', noting that 'people's expectations of customer service in this part of the world have changed rapidly in recent years, and continue to do so'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.