March 8, 2016

Increasing Advertising Effectiveness: How to Incorporate Consumer Feedback Early & Often

Millward Brown Pre-LinkNow

Advertising is a $570 billion global business with money being spent in three ways—media buys, creative production, and market research. Each piece of the advertising business is critical and when executed correctly, can make for an extremely successful ad. However, as we all know, budgets are tight and timelines are short. Furthermore, it can be hard to find the time and money to do validation testing on TV commercials, let alone research on early-stage creative and digital ads. And with the big shift to digital advertising, researchers need to rethink traditional research practices to ensure that their digital ad executions are getting the level of consumer feedback needed to support better media effectiveness.

With the knowledge that clients are continually facing challenges around incorporating iterative consumer feedback early and throughout the creative process, GutCheck and Millward Brown came together to create Pre-LinkNow. Pre-LinkNow is a qualitative research solution that helps insights and brand teams integrate the consumer voice at any stage of the creative development process, from storyboard or sketch to final cut, regardless of medium. Pre-LinkNow is founded in the Millward Brown Link™ framework so you can use a common study language across qualitative and quantitative copy research.

Watch this Webinar to:

  • See how the marketing media mix is changing and what this means for creative ad research
  • Hear the challenges your peers are facing when it comes to conducting iterative research throughout the creative process and why Pre-LinkNowTM is a proven solution to help tackle these common challenges
  • Learn more about how Braun, a division at Procter & Gamble, is adjusting their research practices to improve the effectiveness of digital ads by integrating consumer feedback early in the creative development process.


Mirena Zannou Consumer & Market Knowledge Manager Braun Female Grooming at Procter & Gamble
Mirena is the Consumer & Market Knowledge Manager for Global Braun Female Grooming at Procter & Gamble. She has been at Procter & Gamble for over six years with a focus on consumer insights and market strategy. Before working at P&G she was a Strategic Marketing Assistant at BNP Paribas. Mirena has a Masters in Marketing and Management.

Heath Greenfield EVP, Strategy & Corporate Development Millward Brown
Heath currently leads global strategy, commercial planning and partnership development for Millward Brown. In this role, he works to evolve Millward Brown’s global solutions to better address the needs of clients. He joined Millward Brown in 2004 and initiated the Client and Market Development function in the Midwest. He then ran an office P&L for two years before moving to lead Commercial Planning and Activation for North America. Prior to joining Millward Brown, Heath had client-side roles in product marketing and channel marketing as well as advertising agency roles in account management. He brings over 20 years of experience in client leadership, business development, market research, marketing, and advertising. Heath holds a M.B.A. in Marketing from St. Louis University and a B.S. in Business Administration from the University of Illinois, Urbana-Champaign.

Matt Warta CEO GutCheck @mwarta
Over the past 15 years, Matt has been a mainstay in the entrepreneurial community co-founding two companies and funding dozens of others. Prior to GutCheck, he was a General Partner with Village Ventures growing the firm’s investments from $100M to $750M. He also co-founded and led business development for CyberCrop, which pioneered online trading of agricultural commodities. As a member of Koch Ventures, Matt led several investments that either went public or were acquired. Earlier in his career, he was a Senior Consultant in Deloitte’s financial services practice. Matt is also a diehard Jayhawk having graduated from the University of Kansas with a BA and MBA.