Millward Brown and Invoke Extend Partnership

Millward Brown and Invoke Solutions have announced an extension of their existing relationship in North America. Due to growing client demand, the two companies, who joined forces in July 2003, will now enter into an exclusive partnership.

Millward Brown currently uses Invoke Solutions' Dynamic SurveySM software to drive their AdSelector offering, helping advertisers and their agencies to assess creative concepts in the early stages of development.

The system is already used by clients in the automotive, healthcare, financial services, and CPG industries. Donna Goldfarb, senior director consumer insights at Unilever Bestfoods North America says her company uses AdSelector 'to assess three to four creative ideas at a time to help us quickly understand which concept to develop and why', adding that the approach allows them to bring together brand marketing, ad agency, and consumer insight teams to discuss consumer responses in real time.

The approach combines an online survey methodology with live interaction between marketers, researchers, and respondents - allowing marketers to quickly gain immediate feedback on why respondents have answered questions a certain way. At the end of each session, clients receive immediate access to the survey results, along with insights and recommendations from Millward Brown.

According to Mary Ann Packo, chief client and marketing officer of Millward Brown, the expanded agreement 'provides a natural extension of Millward Brown's product portfolio in one of the biggest areas of client demand - helping them create advertising that works. The Dynamic Survey technology allows us to help clients identify the ideas that best align with their brand strategies and connect with their target audiences - while working together in a fun, creative, and collaborative environment'.

'Forming an exclusive partnership with Millward Brown in the communications arena is on par with our plan to develop partners for Invoke Solutions as we continue to develop and offer advanced technology to conduct marketing research online', said, Corey Torrance, CEO, Invoke Solutions.

The companies' web sites are at www.millwardbrown.com and www.invoke.com

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

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