Millward Brown Launches Interactive Arm

Millward Brown International, the advertising and brand research company, has launched a new San Francisco-based operation specialising in Internet-related research. The new arm, to be called Millward Brown Interactive, will be dedicated to survey research conducted on the Web, including Web site evaluation, audience profiling and ad banner testing.

Millward say that the initiative is a direct response to the increasing prominence of advertising on the Net, with the attendant demand for evaluation by marketers.

Rex Briggs, former research director of HotWired, will head the unit as vice president of Interactive Services while Millward Brown advisor Chuck Davis joins MBI as chief technology officer.

Bob Meyers, Millward Brown COO, said: “The Internet is increasingly becoming a significant component of brand communication and Millward Brown will do all it can to help its clients optimise the use of this medium and marketing channel.”

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