Branding agency Millward Brown has aligned its US digital offshoots Dynamic Logic and Compete to create Millward Brown Digital, in a process it describes as ‘part of a natural evolution’.
The two offshoots have been business partners for more than four years and the new division will focus on providing ‘comprehensive digital solutions that help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth’.
Millward Brown Digital’s new capabilities will combine Dynamic Logic’s digital and cross-media effectiveness solutions, Compete’s consumer and path-to-purchase intelligence and Millward Brown’s brand building expertise.
The alignment of the businesses, owned by WPP’s Kantar, has been prompted by the increasing importance of digital servies to Millward Brown clients.
“Clients tell us that ‘getting digital right’ is a top priority and this bold step is a direct response to this client need,” said Scott Ernst, president of Millward Brown Digital.
“By providing a full view of effectiveness across the marketing cycle and all media touch points, we put digital into context within the marketing mix and help clients drive brand growth.”
Millward Brown Digital has major presences in Boston and New York, and teams in Chicago, San Francisco, Rhode Island and Puerto Rico, in addition to separate sales offices.
The alignment of the three businesses has not affected the employee count, but it ‘will likely grow over time’, PMLiVE was told.
The new company’s first integrated offering, Advance, was launched before the alignment was announced.