NEW YORK--(BUSINESS WIRE)--Millward Brown, a global leader in brand, media and communications research, today announced it has agreed to acquire the business operations of Analytics Quotient (“AQ”), a marketing analytics company that extracts insights from data to help clients define their marketing strategies.
Founded in 2008 in Bangalore, AQ works with some of the world’s largest CPG, retail and hospitality brands, and uses marketing consulting frameworks, statistics, CRM transaction analysis and a proprietary analytics platform to extract business insights from data. AQ also builds data visualization tools and custom analytics solutions to help clients slice, dice, simulate and monitor business data.
“Our clients are continually looking for ways to turn data into brand and consumer insights that deliver a competitive advantage,” said Travyn Rhall, global CEO, Millward Brown. “AQ has developed a unique storytelling approach that connects data from across sources and combines it with industry knowledge, analytics and data visualization to answer business questions. Having already collaborated with the AQ organization on client work, we are delighted to now welcome the team and its expertise to Millward Brown and across the Kantar stable of brands.”
The AQ leadership team and its approximately 400 employees will become part of Millward Brown Analytics and continue to be led by Pritha Choudhuri, AQ’s CEO and a company founder.
Choudhuri commented, “We are delighted to join Millward Brown and Kantar and bring our data-backed storytelling approach to clients across the group. We know that every brand has a unique story hidden behind data and we look forward to helping more brands solve their business problems by extracting that story.”
About Millward Brown
Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (a global qualitative network), a neuroscience practice (using neuroscience to optimize the value of traditional research techniques), Millward Brown Analytics (strategic analytics and consulting), and Millward Brown Vermeer (a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP’s data investment management division. Learn more at www.millwardbrown.com.
Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 12 operating companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.
For further information, please visit us at www.kantar.com
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