Media communications and market research group, Aegis, has announced the acquisition of Australian company, Market Equity, adding the business to its international market research arm, Synovate.
The £11.7 million deal will see Synovate quickly integrating Market Equity into its global network, giving existing clients in Australia immediate access to all Synovate research solutions and to its network of offices in 46 countries around the world.
Commenting on the deal, Robert Lerwill, chief executive officer of Aegis said: “The acquisition of Market Equity continues Synovate’s expansion in the Australian market following our acquisition of retail tracking company AZTEC Information Services in March of this year. Within a year Synovate has gone from no presence in Australia to becoming a top five firm.”
He added: “”Market Equity is an excellent business with a strong reputation. The purchase of Market Equity gives Synovate comprehensive coverage within Australia and we look forward to delivering all the benefits of this scope to both our Australian and international clients.”
Last month Aegis, purchased digital creative agency, glue, for £14.75 million, strengthening its subsidiary digital network company, Isobar (see Aegis Buys Digital Creative Agency Glue).
The acquisition of glue is consistent with Aegis’s strategy of building the “leading international digital network”. The agency specialises in highly creative advertising across the internet, email, mobile phones and iTV and brings with it to Aegis a number of prestigious clients, including BSkyB, Gillette, McDonald and Virgin.
In May, Aegis further extended the reach of Synovate, with the acquisition of French market research group, ARTeam. The purchase was made for an initial consideration of £3 million, with a deferred payment over three years of up to £4.14 million (see Aegis Buys French Research Group).
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