Millward Brown unifies global qualitative network under Firefly brand

14 September, 2010

NEW YORK — Millward Brown 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.

About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly (the global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.


Miquet Humphryes
Associate Director, Global Communications & Marketing
+44 1926 826179  

North America
Heather Stern
Vice President Marketing, North America
+1 212 548 7271  

Dominic Harders
Marketing Director, Europe
+44 1926 826455  

Latin America
Felipe Ramirez
Client Service Director, Latin America
+55 11 3069 3609  

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