Millward Brown recently held the official launch of its Pakistan office. Noaman Asar, Country Manager, Millward Brown Pakistan explains that although the company has been conducting research for Pakistani clients through its Singapore and Dubai offices for several years, “it made business sense to establish presence to better support local, regional and global clients operating in Pakistan.” The Pakistan office started operating about a year before the official launch, gearing itself by building up the team and training the staff in Millward Brown’s techniques, tools and protocols. Currently working with Coca-Cola, HBL, Mondelez, Nestlé, Pepsi, Tapal and Unilever, Asar says “we do not like to think of ourselves as a research agency, we are brand and marketing consultants who are adept at marketing research and fully utilise it to grow our clients’ brands.” Although there are other international research agencies in Pakistan, most have failed to distinguish themselves but Millward Brown hopes to change this by educating users about the impact research can have and by “transforming data into catalyst ideas.”