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Client 'Makes Most of Now' to Harangue Millward Brown
Vodafone marketing leader David Wheldon has used a conference speech to question the relevance of current copy-testing techniques in the 'multi-platform age', singling out Millward Brown. Bob Meyers, the agency's Group CEO, told DRNO he thinks the remarks have 'to some extent' been taken out of context.
Wheldon, the mobile comms giant's Global Director of Brand and Customer Experience, was quoted on the Marketing Week web site as saying that MB's techniques were '35 years old' and not 'relevant' in this 'new age of marketing'. Wheldon was speaking at the recent ISBA Conference.
'It's come across as anti-Millward Brown specifically' said Meyers this afternoon, 'but I believe he was talking more about copy-testing techniques in general – and I wouldn't completely disagree. Link™, our copy testing tool, is being continually revised and updated – it's been around for fifteen years as a name but it's changing all the time.' A recent version, Link 360, includes cross media information, but Meyers says he is 'aware that we need to move on and get a broader media research footprint, with more focus beyond TV'.
Conference speeches are often used as a place for sounding off, and last week's ISBA was no exception, with outspoken comments in other papers including those of Michael Grade, Executive Chairman of IT, and John Clare, ISBA President and Chief Executive of DSG International. Several of the speakers talked about the rapid growth of new media and their devastating impact on TV and other traditional advertising.
Wheldon, who continues to work with Millward Brown and other parts of parent company WPP, was not available for comment in the limited time available before going to press.
The ISBA's home page is at www.isba.org.uk and Millward Brown's at www.millwardbrown.com .
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