Millward Brown Pushes Mobile in AMAP Region

Millward Brown has launched a mobile tracker, through which to deliver insights to marketers in the Africa, Middle East and Asia-Pacific (AMAP) region, as part of what the firm describes as an 'aggressive regional mobile research strategy'.

Nestlé Malaysia is the company's first client in the region to adopt a 'mobile-enabled solution', and has migrated one of its brand and communications trackers to mobile.

As part of the same drive, Millward Brown has added mobile panel specialist On Device Research to its preferred providers for data collection via mobile Internet across the AMAP region.

Gonzalo Fuentes (pictured), MD for South-East Asia, comments: 'We've been hard at work making our in-market brand performance tracking solutions mobile-enabled to allow us to meet our clients' information needs in a more efficient and effective manner. We are actively working to move more research onto mobile and we expect to survey more than a quarter of a million people across the region on mobile by the end of next year.'

Web site: www.millwardbrown.com .