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MB hail 'fantastic' re-launch of testing tool

Global marketing consultants Millward Brown needed an event to re-launch their pre-testing tool Link, while overturning industry resistance to a product which, although still widely used, had not evolved to incorporate modern marketing methods.

Double challenge

Firstly, we needed to communicate that Link had changed; that it was now a much more flexible tool, and an integral part of the creative process. And there was a second challenge: Millward Brown needed to show that they, too, had changed. They didn't want to be seen as just statisticians; they wanted to show that they cared passionately about great creative work, and could contribute to it.

The resulting event on 1st May combined a seven-zone interactive experience with speeches by advertising gurus Jeremy Bullmore and Jon Steel, and a treasure hunt.

"Fluid, dynamic experience"

Delegates certainly had to work for their places. "No-one sat down for the entire two hours," said Phil Elwell, UK Marketing Communications Manager for Millward Brown. "Guests moved around the zones in sequence, exploring the seven different benefits of Link via computer consoles, audio-visual installations and graphic displays. On their travels they had to find seven clues relating to the treasure hunt. For guest speakers and break-out sessions, everyone came together into the centre of the room ... it was a very fluid, dynamic experience."

"Totally different"

All this was underpinned by a bold 'exploding head' graphic applied across all event and pre-event materials, which neatly encapsulated all seven key product benefits. The result was a highly original event with a strong creative theme.

"We set out to produce a totally different type of event, and our ideas were evolving right up until the last few weeks before the event," said Elwell.

"rok remained totally flexible throughout the process and were a vital extension of our marketing and events department for over 3 months. rok did a fantastic job. The feedback has been incredibly positive."

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