MB and Cymfony Pool Resources for 'Listening' Launch

Sister agencies Millward Brown and Kantar Media Cymfony have launched a suite of online listening tools, which merge the former's brand and communications research with the latter's analysis of social media and online discussion.

The solution, launching initially in the US, is designed to run alongside Millward Brown's brand tracking projects to give a 'more complete' understanding of brands, and will also be used to help design surveys which use the same language and terminology as consumers.

Ann Green, Client Solutions Partner at Millward Brown, comments: 'What we have developed with Kantar Media Cymfony is an innovative framework on how to leverage social media and online discussion, and seamlessly integrate this into our brand tracking programs.' Natasha Stevens, VP of Insight and Business Development at Cymfony, says the new solutions will enable clients to respond quickly and efficiently to 'essential' consumer feedback'.

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