Media giant Aegis Group has announced the acquisition of Scandinavian market research network Univero for £10 million.
The deal sees Aegis extend its reach across Norway, Sweden and Denmark, with Univero’s subsidiary firms MMI Univero, TEMO Univero, LUI Univero, Vilstrup Univero and Fieldwork Scandinavia now forming part of Aegis’ network.
The research markets covered by Univero jointly represent Europe’s fifth largest research territories, with an annual spend of around $500 million.
The Univero businesses acquired by Aegis specialise in FMCG, food and drink, public sector, communications, media, youth and retail research.
Commenting on the acquisition, Robert Lerwill, chief executive officer of Aegis Group, said: “Adding Univero will give Synovate coverage in every significant European market. Entering the Scandinavian research market has been a priority for Synovate; we are now doing so as a major player. Univero is an attractive business in its own right, with a good presence and a blue-chip client list, both domestic and international. Univero will also let us offer a full research service in Scandinavia to our clients elsewhere in the world.”
Earlier this week, Vincent Bollore, chairman of French advertising giant Havas and majority shareholder in Aegis, said that Havas would be open to acquisition opportunities in the near future, and could see a “logic” to a purchasing co-operation between the two companies (see Bollore Optimistic For Havas, Tight Lipped On Aegis).
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