Objective
Millward Brown wanted to develop a campaign which would run throughout the year and be a platform for all other campaigns to cascade from. It needed to convey the personality of Millward Brown UK: its unique characteristics, and its relationship with its clients. Although MB had a reputation for professional excellence they were not perceived as client-friendly, so the campaign also needed to reposition them as a company that cares about its clients.
Solution
Rok created a campaign that highlighted true facts about MB, and the ways in which they had gone the extra mile for existing clients. A crooked, negative-sounding headline was used to grab the readers attention, which then evolved via the body copy into a very positive message. The ads were run in Marketing Week over a four month period and rolled out into banners, a PowerPoint presentation, various internal communications, case studies and a brochure.
Results
The ad campaign launched the umbrella theme throughout MB UK which, 18 months later, is still going strong and is the basis for their internal and external communications strategy.
Clients comments
"Rok was instrumental in working with us to develop our corporate campaign not just in terms of finished outputs to meet our brief, but every step of the way, including helping us shape and develop our thinking upfront and working with us to really bring the campaign to life. We were really pleased with the end result which has gone down a storm both internally and externally."
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