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Rabat – The British communications giant WPP has recently set up a base in Morocco for its subsidiary Kantar Millward Brown, one of the world’s largest market research companies specializing in advertising, marketing, communications, media, and brand equity research.
“The arrival of Kantar Millward Brown in Casablanca confirms the strength of our global network in more than 60 countries across more than 85 offices,” said the Kantar Millward Brown Maghreb Regional Director, Siham Malek, during an official launch conference held on May 23 in Casablanca.
According to the group, this new location will also be an opportunity for the teams of Kantar Millward Brown Maroc to use the results of an exclusive study regarding “the attitude of Moroccans and young people in particular towards the advertisements and their behavior on the different media accordingly.”
Kantar Millward Brown wants to work with 90% of the biggest international brands to help them define their brand strategy, develop ideas and communications and optimize their marketing plan, all of which will ultimately lead to the growth of their brand.
The group’s expertise covers both brand management, optimization of the return on investment of marketing actions, and assessment of the effectiveness of communications around a common model of “Meaningfully Different,” the group explained in a press release.
Kantar Millward Brown’s work cover four areas of expertise: strategic development of brands, monitoring their performance on the market, creative advertising development, evaluation and optimization of the different points of contact of the campaigns.
“The vision of the company’s brand capital proves that brands that are different, salient and meaningful generate three times more market share in volume, they charge a price higher by 14% and their market share growth in value market share is on average 6% higher than brands that are weak on these three notions,” concludes the company.
