Millward Brown has signed a licensing agreement with Centum Research in Zagreb, a recently established Croatian research agency with a staff of four, offering both qualitative and quantitative expertise. It was founded by former Coca-Cola researcher Mladen Simunic.
Commenting on the licensing deal, Petra Prusova, Managing Director of Millward Brown in Central and Eastern Europe, said: "We are delighted to welcome Centum to Millward Brown. We look forward to working closely with them to help them build an understanding of Millward Brown's philosophy of brands and communications, and an understanding of how our proprietary techniques and approaches can be used to help Croatian and multinational clients build their brands and services in this part of the world. In the early days, the team at Centum will be strongly supported by our personnel from Hungary and the Czech Republic."
Andrea Bielli, main board member with overall responsibility for Millward Brown's operations in Western Europe and CEE added "Having a qualitative and quantitative presence in Croatia underscores our commitment to offer our clients Millward Brownís expertise and insights wherever they may be based. Our multinational clients working in Croatia will certainly benefit from having an on the ground Millward Brown presence."