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NEW YORK Millward Brown said it would begin offering agencies a copy-testing service for their Web advertising.
DigitalLink is similar to services the WPP Group market research firm already offers for television, print, outdoor and radio ad campaigns. Advertisers and agencies submit creative executions, which are tested via a user survey to see if they achieve a campaign’s branding objectives. Test results can be completed in as little as two weeks.
DigitalLink is the first collaboration between Millward Brown and Dynamic Logic, the Web advertising brand research firm Millward Brown bought in June.
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