Millward Brown, Dynamic Logic Partner With Cymfony on Social Media Insights

New York, January 26, 2010 – Millward Brown and its digital unit, Dynamic Logic, announced today a new strategic partnership with Kantar sister-company Cymfony, that will integrate analysis of the millions of discussions occurring everyday on social media sites, blogs and message forums into their established suite of digital, media and marketing solutions.

The partnership offers marketers the best of all research techniques for a more complete view of brand performance from the perspective of the consumer.

“DLConnects: Social” blends Cymfony’s analysis of social media dialogue with findings from Dynamic Logic’s AdIndex®, the leading source for measuring the brand impact of digital advertising. As a result, advertisers will be able to quantify the effect a digital campaign has on brand perceptions as well as understand what consumers are saying about the campaign on social media.

“With the explosion of social media channels, we now have a powerful way to understand a brand organically, ethnographically and qualitatively,” said Ann Green, SVP of Marketing Solutions at Millward Brown. “Our partnership with Cymfony will allow us to leverage social media measurement to arrive at holistic insights that can truly drive our clients' businesses forward.”

Added Richard Pasewark, General Manager of Cymfony, “Our partnership signals the overall shift occurring within the research industry towards synthesizing several sources of data to create more comprehensive and valuable market insights. We’re excited by the work we are doing with Millward Brown and Dynamic Logic and the opportunities it will afford marketers.”

Responding to clients’ needs for integrated, results-driven insights, Millward Brown and Dynamic Logic will also offer Cymfony’s social media monitoring as part of brand tracking, CrossMedia Research™, and Celebrity+Brand studies.

“We have long been able to measure the brand impact of advertising within social media whether it is Facebook fan pages, YouTube branded pages or MySpace music sponsorship programs,” said Ali Rana, Vice President of Emerging Media for Dynamic Logic. “Through our partnership with Cymfony, we can now determine the effect these campaigns have on share of voice across social media properties, providing a critical dimension that clients are looking for.”

Millward Brown and Dynamic Logic have embarked on a number of partnerships to add breadth and depth to their brand and media solutions. In addition to Cymfony, other recent partnerships include Compete, EmSense and IRI.

Source: Dynamic Logic