MB Unifies Qual Network under Firefly Brand

WPP-owned Millward Brown has brought all its global qualitative agencies together under a single brand, Firefly Millward Brown.

The agency has used the Firefly name in some parts of the world since 2002. As part of the re-branding exercise, qual agencies Greenfield Consulting Group (North America), Sadek Wynberg Millward Brown (UK), and MFR (France) are among those that will adopt the Firefly name immediately.

'Firefly combines the boutique quality and creativity of our qualitative agencies, with the global reach and resources of Millward Brown,' states Global CEO Eileen Campbell. 'The seamless integration of our qualitative and quantitative offers provides our clients with a perspective that is unparalleled in the industry.'

Firefly Millward Brown now has 40 offices globally and employs more than 300 qual research professionals.

Web sites: www.millwardbrown.com and www.fireflymb.com .