Millward Brown,a research agency, specialized in effective advertising, marketing communications, media and brand equity research, part of WPP, today announces the launch of Firefly Millward Brown, the new brand for the company’s global qualitative practice. 

Millward Brown owns some of the leading qualitative agencies around the world and they will now be united under a single brand. Greenfield Consulting Group (North America), Sadek Wynberg Millward Brown (UK) and MFR (France), are among the agencies that will adopt the Firefly name. The Firefly brand has been in use by Millward Brown in some parts of the world since 2002 and the remaining businesses will adopt the new brand effective immediately. 

“Qualitative is an incredibly important part of our business worldwide, so it’s only natural to unite our teams under a single brand that reflects our shared brand essence — that of illumination,” said Eileen Campbell, Global CEO, Millward Brown. 

“Firefly combines the boutique quality and creativity of our qualitative agencies, with the global reach and resources of Millward Brown. The seamless integration of our qualitative and quantitative offers provides our clients with a perspective that is unparalleled in the industry.” 

The illumination concept is visualised in the striking new logo design and brand identity created by Millward Brown sister-agency Landor, who is also part of the WPP Group. Firefly Millward Brown has 40 offices globally and employs over 300 qualitative research professionals.

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