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