Brand-loyal consumers
might be unaware of the extensive research carried out before that eye-catching
advertisement airs on TV. Millward Brown Japan K.K. acts as an important link in the chain
connecting brand to consumer. Vanessa Asell speaks to Project Manager Nathaniel Rowe about the business of branding.
Photo by Mitchell Coster
Branding
consultant Nathaniel Rowe
Tell us a bit about
your company.
We are a brand consultancy that does research based consulting. A lot of the work we do in
Japan at the moment is advertising, copy testing and brand tracking. Before a company
spends millions on buying media space, we test their ad. Using our patented research
methods, we produce a data set, and based on those findings we make recommendations to our
end client.
Explain how you copy test advertising.
We receive a copy of the ad which the client intends to air. We take this ad and, under
test conditions, interview target consumers (typically a sample size of 100 per ad test)
by asking a series of set questions, which produces a set of quantitative and qualitative
data; basically, the target consumers' rational and emotional responses to the ad. Based
on the results, we advise our clients on how we expect the ad to perform on air. By
helping our clients make good ads, we help them build stronger brands.
What else do you do?
We conduct brand-tracking programs, where we interview people (door to door) about the
brand itself, as well as advertising that's recently been on TV. We can monitor the
effects of a whole campaign. Our tracking studies are designed to interlock well with the
copy testing. They're typically year-long studies, so we can see whether an ad, or a
series of ads for a particular brand, has actually performed in the market.
What positions are you seeking to fill?
We're looking for Project Managers, people who are broad thinkers, not afraid of working
with quantitative methods and creative in interpreting and communicating research
findings. A good four-year degree, a marketing or research background, and Japanese
speaking and reading abilities would be looked upon favorably. We also have a Qualitative
Researcher vacancy for someone who has experience in moderating focus groups, as well as
writing and presenting the findings. A Japanese person, who is proficient in spoken and
written English, is sought for this position.
To apply for either position, contact Millward Brown Japan K.K. at Yebisu Garden Place
Tower 30F, 4-20-3 Ebisu, Shibuya-ku, Tokyo 150-6030, tel 03-5793-8091, fax 03-5793-8092 or
email Nathaniel.Rowe@jp.millwardbrown.com
