Senior Hire for MB Optimor in Europe

Christian Dorffer has been appointed Senior VP of Millward Brown Optimor, the group's specialist unit providing strategic recommendations with demonstrated financial impact. He takes over the role of building the UK and European practice from Marco Forato, who moves to a global role.

Forato's new title is Senior Vice President of Global Clients and Finance / Operations.

Dorffer joins from Prophet Brand Strategy where he was Senior Manager in the UK. Prior to that he worked with consulting firm Corporate Value Associates, and with PricewaterhouseCoopers. He has extensive experience in brand portfolio strategy, brand positioning, channel optimisation, new offer design, value proposition development, and customer segmentation, as well as expertise in brand valuation and marketing effectiveness. A frequent speaker and commentator on issues related to business, brand and marketing strategy, he holds an MSc in Economics and Business from Copenhagen Business School and has been a visiting scholar at Harvard University.

Based in London, he will report directly to Joanna Seddon, Executive Vice President, who heads up Millward Brown Optimor from New York. Seddon says the new arrival will greatly strengthen the unit's management team, with his background in brand consulting, strategy consulting and finance making him 'ideally suited' for its remit.

Dorffer says he feels that the company holds a unique position: 'Having world class business and brand consultants, research and analytics, and econometricians under the same roof offers large enterprises a level of creative business acumen combined with hard core stats and economics never seen before.'

MB Optimor's offer includes brand and marketing consulting, portfolio strategy, brand valuation and analytics, marketing investment planning and ROI measurement. The unit's section of the Millward Brown web site can be found at www.millwardbrown.com/mboptimor .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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