EffectiveBrands, which was founded in 2001 and has 65 employees, will be combined with Millward Brown Optimor, the firm’s strategy consulting unit, to form Millward Brown Vermeer.

“As customers, employees and investors demand increased transparency and value from companies, business leaders face unprecedented complexity and disruption,” said Travyn Rhall, CEO, Millward Brown (pictured).

“With the formation of Millward Brown Vermeer, we are strengthening and expanding our offer to help organisations answer the key questions that unleash brand-led business growth and ensure that the resulting strategies are implemented effectively around the world. We very much welcome the EffectiveBrands team to Millward Brown.”