Millward Brown

Formerly one of the world's largest and most respected brand and advertising research firms; now fully integrated into Kantar

Millward Brown is a leading global research agency specializing in brand strategy, advertising effectiveness, media, and communications research. Founded in 1973 in the United Kingdom, the company built its reputation on helping marketers understand how advertising and brand communications influence consumer behavior and drive business growth. Its proprietary methodologies, including the BrandZ brand equity framework and the Link ad testing system, became industry standards for measuring brand health and campaign performance across markets worldwide. As part of the WPP Group, Millward Brown operated as a major subsidiary within Kantar, WPP's data, insights, and consulting division. The company served some of the world's largest advertisers and agencies, providing syndicated and custom research across more than 55 countries. Its BrandZ Top 100 Most Valuable Global Brands report became one of the most widely cited annual brand valuation studies in the marketing industry. In 2019, Millward Brown was rebranded as Kantar, consolidating multiple WPP research brands under a single unified identity. The Kantar rebrand absorbed Millward Brown's products, methodologies, and teams, effectively retiring the Millward Brown name while continuing its core capabilities under the Kantar brand. This transition reflected WPP's broader strategy to streamline its research and data assets following the partial sale of Kantar to Bain Capital.