MindShare hires Millward Brown Chief Research Officer for New Global Role

25/08/2006

MindShare Worldwide has hired Andy Farr, Millward Brown's Chief Research Officer as its Head of Research and Development.

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MindShare Worldwide has hired Andy Farr, Millward Brown's Chief Research Officer as its Head of Research and Development. The newly-created post will see Farr working closely with MindShare's econometric company, ATG and the Insights team. Farr's work on consumer purchase behaviour, 'Demand and Activation' was the basis of GroupM's new 'Connections' channel planning research. MindShare hopes that his work on brand equity and communication effectiveness will further build the company's reputation for ROI and Insights.

Andy Farr

Prior to joining MindShare, Andy Farr was founder member and Chief Research Officer of Millward Brown's brand valuation and strategy consulting arm MBOptimor. He lead the development of the BRANDZ Top 100, ranking most powerful brands, the 'New League Table of Global Brand Financial Value and Momentum' published by the FT in April.

Before that, Andy was the Global Head of R&D for Millward Brown. In that role, he developed and launched Millward Brown's successful brand equity evaluation system BrandDynamics™,. He also worked with the advertising & media group WPP to create BRANDZ™, the world's most extensive in-depth databank of brand equity information.

This is part of MindShare's drive to bring in new talent from different communication fields and follows Marco Rimini joining from JWT and Peter Tortorici from CBS.

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