Millward Brown to boost evaluation by acquiring CMS

WPP-owned international market research company Millward Brown has acquired London-based CMS, which owns the Precis system of media evaluation.

WPP-owned international market research company Millward Brown has

acquired London-based CMS, which owns the Precis system of media

evaluation.



The company, to be renamed Millward Brown Precis, will combine media

analysis and market research to assess the contribution of PR to changes

in attitudes, awareness of brands and sales.



Chief executive Fergus Hampton said: ’More and more of our clients want

feedback on how all the components of their communications mix

interact.’



According to Hampton, one client discovered that although more sales

leads were generated through advertising, leads generated by PR were

three times more likely to become a sale.



Prior to the acquisition, the companies carried out a number of joint

projects for clients including Vauxhall Motors and Gillette.



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