RI Greece’s qualitative and innovation department will be moved into Firefly, Millward Brown’s qual operation.

Millward Brown RI managing director Dimitris Manoussakis (pictured) said: “This rebranding signifies an excellent synergy of forces, since Millward Brown’s specialisation in branding and communication complements perfectly our longstanding experience in innovation and strategic qualitative research.

“We can now tap into the global reach of both Millward Brown and Firefly to make sure that our clients get best-in-class solutions and perspectives to drive their businesses forward.”

Juan Ferrer-Vidal, Millward Brown’s European chief operating officer, said: “We know from client feedback that our team in Greece is well-respected, has a wealth of experience and produces high calibre insight and consultancy. Greece is a key market for us and the addition of our new colleagues further enhances our growing European network.”