A dynamic future for tracking

Gordon Pincott

Gordon Pincott, global development director at Millward Brown, describes the history of advertising tracking (as conducted by Millward Brown) and the development of the ubiquitous Awareness index (AI).

A Dynamic Future for Tracking

Gordon Pincott

Continuous tracking as we know it today began with a study put into the field in 1976. It was a research solution designed to meet a particular client need. Cadbury approached Millward Brown about the thorny issue of television advertising wear-out. It was spending huge sums of money across a wide range of brands on TV, and wanted a consumer-based mechanism for deciding when it was appropriate to move from one execution in a campaign to the next. Most observers assumed ads wore out, but there was no tried-and-tested method of working out...

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