Millward Brown, a leader in brand, media and communications research, has opened its new office in Jeddah.

The company has been conducting research assignments in Saudi Arabia for several years, but is now establishing a permanent presence to better support local, regional and global clients operating in the country, Millward Brown said in a statement.

The new operation, which is a joint venture between Millward Brown and TKFAL, a local company with interests in communication, media and research, which is led by Prince Turki bin Khalid, will be headed by Piotr Chodakowski, with 10 extensively trained staff members, it stated.

At an event to mark the launch, Nigel Hollis, chief global analyst for Millward Brown, delivered a presentation on how to create a meaningful brand that makes more money for their owners.

Hollis said that one of the biggest challenges brands face is creating sustainable and profitable growth.

This requires focusing on meaningful differentiation: functional, emotional or societal, as the meaningfully different brand not only sells more, it can also sustain a price premium over time, he added.

Charles Foster, managing director, Millward Brown Middle East and Africa, presented the findings of pilot work done in the automotive and banking categories in Saudi Arabia, and used the findings to illustrate the power of utilising data collection methodologies based entirely on mobile means.

“Millward Brown continues its strategy of investing in growth markets, and by extending our partnership and opening a second office in the Middle East, it  will help the business best serve the needs of our clients’ right across this increasingly important region. The Saudi market 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,” Foster said. - TradeArabia News Service