Millward Brown Link™

In today's complex media and competitive environment, it is more important than ever that marketers are able to justify the advertising budget and maximise their ROI.

We know you want to create great advertising for your brand or service, advertising which will impact your bottom line and build fame for your brand.

You know what you want to say about your brand or service, and you have developed and vetted some communications concepts and have an execution. Now you need to know whether it will achieve its objectives and, if not, what to do about it.

What does Link™ do?

Our Link™ copy testing system gives marketers guidance, before they air an ad, on:

• How hard their execution is likely to work for their spend
• Whether the communication is on strategy and will elicit the right response from consumers
• Gives insights to enable appropriate changes to be made to current or future material

Link™ is fast, flexible, and can be used on rough edits or animatics. It is validated against real life experience and is linked to sales effectiveness.

Link™ is predictive, evaluative and diagnostic and can help to maximise the potential of an ad as a whole, not just one part of it. And maximising the potential of all parts of your ad can make the difference between an average ad and a great one.

How does Link™ work?

Years of experience, combined with ongoing validation and access to a database of 11,000 ads have shown us that all great ads have certain things in common.

They have a strong creative idea which means they get noticed.

The idea is linked to both the brand and the intended communication so consumers know which brand is being advertised and associate the right messages with it.

They do these things persuasively enough to generate a sales response.

The building blocks of a successful ad

Link™ from Millward Brown Lansdowne is uniquely placed to help you answer those key marketing questions because no other company has carried out as many copy tests in as many countries as Millward Brown (including over 200 TV ad Link™ tests in Ireland to date), and no other company has to reconcile its copy test findings and insights with real life brand and advertising performance as often as we do.

For more information on Link™, please contact Sonya McGuirl