WPP’s BMRB and TNS become one

WPP has integrated its two research organisations BMRB Media and TNS Media in a bid to offer the “best value and service” to clients.

The integration comes just months after the global advertising business confirmed its long-awaited takeover of the market research company TNS (see WPP Takeover Of TNS Expected To Be Confirmed Today) and is set to see a major shake-up across the two organisations.

BMRB’s Liz McMahon will now head up a new Custom Media team of 38 staff, including qualitative researchers, statisticians and specialist support staff.

Jennie Beck, currently head of TNS Media, has been reappointed to the newly created role of global director of Custom Media, responsible for developing new solutions and building business in the UK and in Kantar’s global markets.

However, Beck will also retain responsibility for the BARB recruitment contract and continue to be involved in delivering creative solutions and insight to key UK clients.

Both Beck and McMahon will report to Richard Asquith, who has become global CEO of TGI and Custom Media.

The Custom Media team is expected to work alongside and share resources other media research specialists from TGI, iTRAM and media intelligence.

WPP claims that the merger of BMRB and TNS gives “clients (and staff) access to a wider range of skills, ideas, experience and resource, consolidating our position at the forefront of creative and effective media research”.

WPP made a final offer of £1.1 billion for TNS last July, following months of ongoing bids, hostility and rejections (see TNS Tells Shareholders To Accept WPP Offer).