The WPP-owned agency has spent two years developing the methodology, led by Ed Coke, head of Millward Brown’s corporate practice, with the help of clients and academics. ReputationAMP is intended to measure the strengths and weaknesses of an industry or corporate reputation.

Coke said: “ReputationAMP doesn’t produce a one-dimensional reputation audit. Our research peels away the layers. One area of a business may be doing a great job, building a sound reputation with a particular audience. But in another area it may be failing badly or simply not communicating what they’re doing in the right way or to the right audience.”