Millward Brown rebrands qual ops under Firefly banner

The rebranding does away with identities such as Greenfield Consulting Group in the US, Sadek Wynberg Millward Brown in the UK and MFR in France.

Millward Brown already uses the Firefly name for qualitative activities in the Asia Pacific region.

Global CEO Eileen Campbell (pictured) said: “Qualitative is an incredibly important part of our business worldwide, so it’s only natural to unite our teams under a single brand that reflects our shared business essence – that of illumination.”