Global market research agency, Millward Brown, today announces the appointment of Daren Poole, as global brand director for Link, its ad optimisation solution.
Daren will move into the new role immediately from his current position as chief client officer for Australia.
The appointment is the fourth of five newly created global brand director positions being rolled out across the WPP-owned company.
Daren Poole said: “This is an exciting time with new products and channels emerging all the time, changing the landscape of advertising.
“TV advertising remains at the heart of this, but with new devices such as tablets, the improved capabilities of mobile devices, and social media, it’s even more important that brands ensure they have strong and effective advertising so that they stand out from the crowd.
“Clients use Link to evaluate their adverts at different stages, which not only improves ad effectiveness, but also saves them money by providing a strong ad with a high return on investment — using Link has been known to save clients a third of their ad budget.”
As global brand director for Link, Daren will be working with clients and teams across the business to ensure that Link and the optimising communications suite continue to be a commercial success.
Daren will be reporting into Sue Elms, EVP head of global brands, who said: “Daren has worked closely with many of Millward Brown’s biggest global clients for the last 15 years, and is the ideal person to be taking on this new role with his strong knowledge of Link, as well as Millward Brown itself.”
Daren’s previous experience at Millward Brown includes working with clients in Shanghai and Singapore, establishing Millward Brown’s local presence in Thailand, seeding Millward Brown solutions into the Vietnamese market and heading up the Sydney office as managing director.
Daren will continue to be based in Australia in Millward Brown’s Sydney office.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 77 offices in 53 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.