They've done it by visualizing the brands as characters. Some work some don't. But it is cute. It's a bit like the schools in schooloscope (but their limiting of characteristics made them more legible)
As visualization it us questionable but I don't think that is the purpose.
Millward Brown are known for being a bit dry (though very reliable) and this sends a message that they are addressing that, or at least reaching out to ad planners who like this sort of thing, a key audience for them.
So it seems to fail in it's primary purpose of info dissemination but I don't think that was the prime purpose.
It's like the google Im feeling lucky button. It is a SUPFTAFABJ.
A seemingly useless product feature that actually fulfills a branding job.
By having it there, Google are saying, "We aren't that serious - we're Gooogly!"
And that is what MB are trying to do I think.