Millward Brown Buy Turns Optimor into Vermeer

Millward Brown has acquired global marketing strategy consultancy EffectiveBrands, and will merge it with its Optimor brand strategy division to form a new business called Millward Brown Vermeer.

Amsterdam-based EffectiveBrands was founded in 2001 by former Unilever marketer Marc de Swaan Arons and Frank van den Driest, who previously worked in senior roles at brand strategy consultancy PositioningGroup, GfK Panelservices Benelux, and TrendBox. Their firm, which employs around 65 people, is best known for its Marketing2020 research program, which aims to help global CMOs align marketing strategy, structure and capability with business growth.

Millward Brown Vermeer will be led by an executive board including Optimor's President Mario Simon, as CEO; van den Driest as Chief Commercial Officer; and de Swaan Arons as CMO. In addition to the Marketing2020 study, the new firm will produce the BrandZ ranking, and serve clients globally from offices in New York, London, Amsterdam, Mexico City, Sao Paulo, Cape Town, Shanghai, Singapore, Tokyo and Sydney.

Millward Brown CEO Travyn Rhall comments: 'With the formation of Millward Brown Vermeer, we are strengthening and expanding our offer to help organizations answer the key questions that unleash brand-led business growth and ensure that the resulting strategies are implemented effectively around the world. We very much welcome the EffectiveBrands team.'

Terms of the deal were not disclosed.

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