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Millward Brown Strategic Partnership
Global research agency Millward Brown and Dynamic Logic, a leading online research company that measures marketing effectiveness, have announced a strategic partnership to enable advertisers to utilise best practices from both companies.
Millward Brown will use Dynamic Logic's AdIndex system to enhance their online advertising and brand evaluation research programmes. The partnership will also provide Dynamic Logic with access to Millward Brown's team of advertising and branding experts.
As a result, Millward Brown and Dynamic Logic will work together in North America under a nonexclusive agreement to support the development of industry standards for online advertising and marketing effectiveness metrics, while also providing flexible and customized solutions to meet specific client needs. In addition, the two companies will work together to develop new product offerings for measuring the effectiveness of multichannel marketing efforts, using online and offline media vehicles.
'Millward Brown, a recognized leader in advertising and brand evaluation for leading global marketers, embraced the Internet early on,' said Mary Ann Packo, chief marketing and client service officer of Millward Brown. 'As a result, this partnership with Dynamic Logic is a natural fit. As traditional marketers move further into the online space, we know from our clients that there is a demand for more flexible and comprehensive solutions to assess their overall marketing communications programmes.'
'This new partnership allows Dynamic Logic and Millward Brown to provide marketers, agencies, and publishers with best-of-breed thinking in marketing effectiveness research, bringing traditional and online research expertise together for the benefit of the industry overall,' said Nick Nyhan, CEO of Dynamic Logic.
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