Millward Brown opens in Jeddah

Millward Brown, a global leader in brand, media and communications research, officially opened its newest office in Jeddah.
Millward Brown 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. The new operation will be led by Piotr Chodakowski.
Chodakowski joins Millward Brown with a wealth of experience in Saudi market research, having spent almost a decade working in the country. He has a Masters degree in management and marketing from the Warsaw School of Economics.
The new office in King’s Road Tower opens with 10 extensively trained staff members. Chodakowski will report directly to Prashant Kolleri, regional managing director, Millward Brown MENA.
At an event to mark the launch, Nigel Hollis, chief global analyst for Millward Brown and author of recently released book, The Meaningful Brand, 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.
Charles Foster, MD, Millward Brown Africa and Middle East, 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 utilizing data collection methodologies based entirely on mobile means. Millward Brown’s emphasis on data collection utilizing mobile phones and tablets allows brands to reach audiences not reached by traditional means, and overcomes some of the issues associated with face-to-face/interviewer led data collection in Saudi Arabia.
Piotr Chodakowski, country manager, Millward Brown Saudi Arabia, concluded the event by discussing the findings from advertising testing work done via mobile, and outlining what types of advertising work most effectively in Saudi Arabia, based on the company’s extensive ad research database covering Saudi and other Middle East countries.