MillwardBrown lists benefits of research in product development

MILLWARDBROWN, a global research agency, which specialises in advertising, marketing communications, media and brand equity research, has emphasised the need for advertising agencies and business organisations in the country to get expert advice on marketing communication in brand development.

According to the Managing Director, MillwardBrown, Ghana, Soumya Saklani, investing in research creative development process to test strategy and ideas could help save time, costs and ensure that there is return on investment.

Speaking at a media briefing on Wednesday in Lagos to announce the company debut in Nigeria, Saklani stated that the company, with 82 offices in 52 countries, which work with 90 per cent of the top 100 global brands, was set to bring new innovation into marketing communication in Nigeria.

According to him, the company is determined to provide research-based consultancy to help marketers successfully manage their brands, optimise the return on their media and communications investments, and create value for their businesses, employees and shareholders.

He explained, “what differentiates us from other agencies is our passion for brands. As a leading global research agency specialising in advertising, marketing communications, media and brand equity research, we’ve been in the business of brands for more than 35 years.

“Our focus on all things “brand” is fuelled by our clients’ expectations for success and our own appetite for challenge, insight, solutions and innovation.

“We have helped our clients build strong brands and services through research-based consultancy and today, we continue to push the boundaries of marketing research and brand consulting wherever we go.”

Also, the Managing Director of the company in Nigeria, Ugo Geri-Robert, identified Nigeria as the ‘powerhouse’ of Africa, adding that tremendous growth in recent times, rising income levels and consumer aspirations has further increased marketers’ needs to understand real-time how their brands are evolving on their journey and their communications connecting with consumers and by extension their requirement for consumer research.

“Nigeria is at the centre of any growth prediction for Africa and West Africa, a potential BRIC country. If you mean business in Sub - Saharan you must be in South Africa, Kenya and Nigeria.

“For our global clients, who work with us across the globe, they can expect the same set of our proprietary solutions, high quality of service & cutting-edge insights & advice that has made then choose Millward Brown as their global research partner.

“For marketers, who we haven’t as yet had an opportunity to work for, they can expect from us solid research based insights & recommendations that can help them obtain a stronger return on investment from their marketing communications & strengthen their brands,” he added.