MB Rolls Out DIY Copy-Testing Solution

Millward Brown is releasing a DIY version of eStatic, its copy-testing solution for print and outdoor advertising, available via market research 'app store' ZappiStore.

The new version promises to help marketers quickly gauge the effectiveness of ad creative, 'typically in less than six hours', delivering metrics in three key areas:

• Engagement: using proprietary impact scores to predict how well an ad will engage with consumers
• Brand Associations: gauging whether consumers are receiving the message intended, and
• Brand Predisposition: to understand the impact on both short-term sales and long-term equity.

eStatic is available in the US, UK, Australia, Canada, China, France, Germany and Japan, with plans to add more countries.

Daren Poole (pictured), MB's Global Brand Director, Creative Development, says clients are looking into more cost-effective creative development research solutions, 'particularly for print and outdoor media channels'. He comments: 'our partnership with ZappiStore allows us to take eStatic and extensive learning from our Link copy-testing solution and deliver this self-service option for clients.' If clients then want more than they can get via the DIY model, they can 'upgrade and tap into Millward Brown's extensive brand and communications expertise.'

ZappiStore, which offers its own quick survey option as well as helping other research firms to create and then distribute research solutions, was launched less than a year ago and has already rolled out in France and Germany, and in Canada. CEO Stephen Phillips says of eStatic: 'The solution is easily accessible and cost-effective - while leveraging Millward Brown's 40 years of experience - for advertisers large and small.'

Web sites: www.millwardbrown.com and www.zappistore.com/product/estatic .