Milward Brown allies with Indian market research firm

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NEW DELHI--British market researcher Milward Brown International has entered into a licensing alliance with Bombay-based Indian Market Research Bureau (IMRB) for tracking advertising effectiveness in India.

The $120 million Milward will work in tandem with IMRB, India's No. 2 market researcher behind ORG-MARG Bombay, to introduce its simulated preview Link System which assesses the likely impact of ads in the market place.

Founded in 1976, Milward operates in 50 countries worldwide through licensees and wholly owned subsidiaries. Clients include PepsiCo, American Express, S.C.Johnson, Levi Strauss & Co., Unilever and Philip Morris.

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