NEWS14 November 2012

Millward Brown sets up North Africa hub in Cairo

Features Middle East and Africa

EGYPT — Millward Brown has opened an office in Cairo, Egypt to serve the North Africa market. The new operation will be led by Praveen Abraham, formerly research director of AMRB.

The Cairo office will take on work related to Millward Brown’s core areas of expertise including advertising, marketing communications, media and brand equity research. It will function as a division of AMRB, the existing Millward Brown licence holder in the region, which will continue to provide all other types of research services that were offered prior to the opening.

Abraham (pictured), will become the North Africa account director for Millward Brown as part of the new setup. He will report directly to Prasun Basu, managing director for Millward Brown Middle East & North Africa.

Basu said: “We already work with some of the most well-known brands operating in the region, and this gives us a very solid platform from which to grow our client partnership and service offering in the region.”

Charles Foster, managing director of Millward Brown Africa and Middle East, added: “Extending our partnership and opening a North African client service hub in Cairo will help the business best serve the needs of our clients’ right across this increasingly important region. The country is dynamic and evolving, and we will be able to deliver consumer knowledge, insights and advice to better our client’s returns on their marketing investments.”