NEWS11 November 2014

Millward Brown appointed by Old Mutual to track brand health

New business News UK

UK — Financial services group Old Mutual has announced it is moving its international brand tracking programme to global research agency, Millward Brown.

Old Mutual will be tapping into consumer insights to measure the performance of its brands in key markets spanning four continents. 

Business insights will be underpinned by Millward Brown’s brand metrics – Power, Premium and Potential – to guide on marketing, communications and brand strategy.

Gail Klintworth, group customer director at Old Mutual said: “This will allow us to elevate our understanding of consumers’ perception of our brands, to improve on measures that are most appropriate to serve our customers, across each of our core markets.”