New MB Offering In Spain

Millward Brown Spain and Iberautor have created a new company, CIMEC Millward Brown, offering research and consultancy services to Spanish clients in the entertainment, leisure and culture sectors.

The new company will have a staff of 4 and be based at Millward Brown Spain's offices in Madrid. It has been formed to help companies in the entertainment, music, cinema and theatre business better manage their products and services.

Commenting on the new venture, Stefano Carlin, CEO of Millward Brown Spain said 'For some years now, Millward Brown Spain has had an internal department dedicated to Iberautor, an organisation devoted to promoting culture; to SGAE, the Spanish General Society for Authors and Publishers, which manages copyright; and to other leisure clients. Given the specialist nature of this work, it made sense to join forces with Iberautor and create a new company. That way we are able to employ staff with particular expertise in the leisure, entertainment and cultural arenas and so extend our services to include clients from the cinema and audio-visual areas, the media, copyright managing organisations, and the music industry.'

Pilar Granados, who moves from Millward Brown Spain to take up the role of Managing Director of CIMEC Millward Brown, added 'This is a tremendously exciting opportunity. We'll be combining the technical resources of Millward Brown with Iberautor's commercial expertise in this field. And we'll continue to produce reference manuals on Spanish culture. Besides creating statistical handbooks, CIMEC Millward Brown will also carry out studies on piracy, music sales, video, the press etc. We will also look at tourism, and the relationship between events taking place in a geographic region and the economic development of that area. In future, we plan to adapt Millward Brown products specifically for this sector as well as develop new tools to help marketers working in the entertainment and leisure industries. This would create the opportunity for Millward Brown to develop this business internationally, particularly in Europe and Latin America, where we would have the invaluable support of Iberautor.'

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