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Millward Brown Launches D&A
Millward Brown has launched D&A (Demand and Activation), a new framework to help marketers understand 'the complexities of the consumer journey to purchase'. D&A quantifies the contribution of factors which create demand for categories and brands, as well as those responsible for final choice.
D&A studies will start with qual research to determine key drivers and add customizable quantitative research to gauge the importance of factors. The new framework is being rolled out now and will be available globally by the beginning of 2006. It can be used as a stand-alone tool, or coupled with an MB in-market tracking tool to monitor future success.
Global CEO Bob Meyers says the company has been looking for ways to help clients they watch 'agonizing over where to allocate their budgets - particularly the delicate balancing act between sales and marketing... Our experience in monitoring brand performance led us to understand the need for both great brand building activity and superior sales activation approaches'. Eileen Campbell, President, Global Development at MB says the solution is capable of answering 'a whole range of marketing questions from how well a marketer is doing in building desire for their brand to their ability to capitalize on that demand when the consumer makes the ultimate choice.'
Meanwhile in its ePerspectives newsletter the company has announced the appointment of Annette Nazaroff as Executive VP of the KMR Group. She was previously Director of Consumer Insights at Mindshare Asia, and will now be responsible for the continued development of KMR business in the Americas as well as the expansion of its Global TGI offering.
Millward Brown, which has more than 70 offices in 42 countries and is part of Kantar, WPP's insight, information and consultancy arm, is online at www.millwardbrown.com ..
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