Synovate cuddles up to new global parent, changes unlikely for Kiwi outpost

It was announced yesterday that French group Ipsos has agreed to take global market research company Synovate off the hands of Aegis Group for NZ$987 million. But Synovate’s research director Jonathan Dodd says the change of ownership is unlikely to have much of an effect on Synovate’s New Zealand operations. 

“We don’t anticipate any big local changes, especially as Synovate New Zealand is performing well and there is no current Ipsos arm here,” he says. “As with the sale of Research Solutions to Synovate four years ago, it mainly means access to a wider range of research techniques and a bigger network of other researchers to liaise with. All good.”

Debra Hall, Synovate’s executive director research, who sold her New Zealand business Research Solutions to Synovate four years ago says it’s a very exciting development both locally and globally.

“Together Synovate and Ipsos are a formidable force. While our immediate focus is to continue to support our great local people delivering great research to our clients, this move will no doubt further enhance our competitive strength as NZ’s most effective research partner. Not looking forward to having to learn French, mind you.”

The Aegis board has recommended the deal be accepted but the majority of shareholders must approve it at a vote in August before it goes ahead.

Didier Truchot, Ipsos co-president, said in a statement the deal will see Ipsos jump from no.5 on the list of the world’s largest market research companies to no. 3.

If the sale goes ahead, Aegis, which recently bought Mitchell Communications Group for A$363 million, will be solely focused on media buying and digital marketing, as this article in Ad Age states.


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