GutCheck and Millward Brown Launch New Qualitative Solution for Creative Development

Millward Brown Pre-LinkNow

GutCheck, a leader in online agile market research solutions, and Millward Brown, the world’s leading expert in helping clients grow great brands, announced today the launch of Pre-LinkNowTM, a new solution developed to optimize ad creative by helping marketers understand the why behind ad performance. Pre-LinkNow is an agile, flexible qualitative solution that enhances confidence in creative decisions by incorporating consumer feedback throughout the creative process.

With the goal of helping insights and brand teams to become more responsive throughout the creative development process, Pre-LinkNowTM enables marketers to produce strong ads while building confidence around their success. The pairing of the validated Millward Brown Link™ framework with GutCheck’s efficient and flexible methodology enables clients to insert the consumer voice in every step of creative development, from storyboard or sketch to final cut—without compromising time or quality. Pre-LinkNowTM also provides a common language and framework across both quantitative and qualitative research.

“While the creative development timeline continues to shrink, ROI expectations continue to rise,” said Matt Warta, CEO, GutCheck. “With Pre-LinkNow, marketers can test creative and messages at any stage and efficiently incorporate consumer feedback throughout the process.”

“We are pleased to team with GutCheck on this unique solution for marketers,” said Heath Greenfield, Executive Vice President, Strategy & Corporate Development, Millward Brown. “Pre-LinkNow is a great addition to Millward Brown’s creative development suite and quick-turn offers, and helps marketers quickly and cost-effectively complement quantitative learnings with the voice of their consumers.”

Pre-LinkNowTM is available today, and over time will be available across 26 countries. Click below to learn more.



About Millward Brown

Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Part of Kantar, WPP’s data investment management division, Millward Brown operates in more than 55 countries. Learn more at