The landmark test, which was conducted in Indonesia for a global food client, comes 20 years after Millward Brown began helping advertisers to optimise their ad copy.
The Link uses a range of qualitative and quantitative communications optimisation services to help clients and their agencies with cross-media planning by evaluating all the creative elements of a campaign.
Dan White, communications research director at Millward Brown, said: "With such a large database of results about what makes ads memorable, whether the ad is associated with the brand and whether people are more likely to buy as a result, we have been able to generate some unique knowledge about how communications work.
"This informs the advice we provide to our clients and their agencies, and enables them to make better brand building decisions."
Millward Brown claims that over the last year, of the 100 most valuable brands in the world, those that use Link have grown their value by 33% more than brands that have not used Link. This incremental value amounts to nearly £10bn.
Millward Brown tests more than 6,000 ads from around the world every year and said that 10% of ads that perform exceptionally well in one country fail in another.