Need for innovation

Millward Brown started in Switzerland in 2006 with a branch in Geneva. What do you now expect from a second branch in Zurich?
Tim Wragg: Switzerland is a very exciting market for us within Europe - and I am responsible for Europe at Millward Brown. I don't see many places that are growing at this rate. Switzerland is therefore a very important market for us - in these difficult economic times. We want to contribute to this growth in Switzerland, and we also have some important clients in this region. It makes sense for us to move our offices closer to these customers so that we can serve them better.

Are you keeping the branch in Geneva?
In any case. Both locations are set to become very important for us. We employ around 15 people in Sana Carlton, Managing Director Millward Brown Switzerland (l.), at the opening in Zurich. Geneva and are planning six more in Zurich. We will start with four.

There are already some very competent market research companies operating in Switzerland. What else can Millward Brown bring to the table?
Our history shows that in 30 years we have grown into an established agency around the globe. Our founders started the company because they had an absolute passion for creating great advertising. Since then, we have done a lot of research and are considered one of the leading market research companies in the world. We know the impact that campaigns and media can have. We are convinced that no one in Switzerland can analyze the functioning of advertising and media in such depth as our specialists.

Will there be more Swiss or international specialists working in Zurich?
Mainly our international specialists. But with Max Weber, a Swiss national who wants to return to his home country after 20 years in exciting jobs all over the world, we have found a locally rooted office manager for our team in Zurich.
What are your expansion plans? We want to grow. Quantitatively, with an annual doubling of turnover for the foreseeable future, but also in terms of service for our customers. We are looking for very close partnerships. We are very ambitious when it comes to growing our qualitative research offering.

Where are the technical developments happening?
Digital brand building is becoming increasingly important. We have invested heavily in researching new technologies such as online and digital. We want to know how digital displays or social media work. We have methods for measuring the impact. We have also gained valuable insights into how consumers experience a brand. Of course, everyone always wants to know how much a brand is worth and how much should be invested in a campaign. This is where we can offer advice with our "new thinking". I am convinced that our industry is on the verge of a major new development. There is a need for big innovations instead of just small developments. Interview: Andreas Panzeri