Millward Brown buys marketing firm EffectiveBrands

Millward Brown, a subsidiary of WPP, has acquired the Dutch-based EffectiveBrands, one of Europe’s leading strategic marketing consulting firms. Millward Brown will combine EffectiveBrands with Millward Brown Optimor, its strategy consulting unit, to form Millward Brown Vermeer.

EffectiveBrands was founded in 2001 by Marc de Swaan Arons and Frank van den Driest. Since then it has grown to a firm with approximately 65 marketing consultants in offices in Amsterdam (headquarters), London, New York, Singapore and Tokyo. Last year the EffectiveBrands recorded a revenue of approximately €14.1 million. Clients include Pernod Ricard, Virgin, Barclays, Unilever and PepsiCo.

Millward Brown is one of the leading global research agency’s that specializes in advertising effectiveness, communication, media and brand equity research. The firm operates in more than 55 countries with three main brands: Millward Brown Digital, Firefly Millward Brown and Millward Brown Vermeer.

According to co-founder Marc de Swaan Arons the bundling of both firms will lead to a “unique combination of talent, experience and locations to offer clients the first holistic, end-to-end global marketing strategy offering.” Co-founder Van den Driest adds: “We are delighted to be joining forces with Millward Brown Optimor to create a unique offer for today’s marketing leaders.”

Management Team

Both Dutchmen will retain a leadership position in the new firm. Van den Driest will serve as Chief Commercial Officer and De Swaan Arons has been appointed as CMO. Mario Simon, currently president and global chair of Millward Brown Optimor, will act as the Chief Executive Officer.