WATERTOWN, MA - January 26, 2010 - Cymfony announced today a new strategic partnership with Kantar sister-companies Millward Brown and its digital unit, Dynamic Logic, 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.
"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," said Ali Rana, Vice President of Emerging Media for Dynamic Logic."
About Cymfony
Cymfony, a market influence analytics company, scans and interprets the millions of voices at the intersection of social and traditional media. Its third-generation listening and influence platform, Cymfony Maestro, integrates innovative technology with expert analysis to identify the people, issues and trends influencing businesses—at the speed of the market.
Combining powerful automated analysis with expert human interpretation, Cymfony provides research solutions to help better understand consumer preferences, competitor strengths and weaknesses, and other information critical to a company's reputation, brands, products and employees. Cymfony works with marketing, research and PR professionals worldwide, offering a range of packaged and custom services to address specific intelligence requirements, such as social media strategy, consumer opinions and trends, customer satisfaction, PR measurement, and reputation management. Cymfony is part of Kantar Media, WPP's insight, information and consultancy group.
About Millward Brown
Millward Brown (www.millwardbrown.com) is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
About Dynamic Logic
Dynamic Logic (www.dynamiclogic.com) is a leader in providing advertising effectiveness insights across digital platforms. Dynamic Logic offers world-class expertise on brand building and media based on its normative database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online branding measurement and has since developed innovations across 27 digital platforms, with specialty practices in cross-media, social media, mobile, gaming and custom solutions.