Ipsos throws down gauntlet to global rivals

AEGIS   SALE   IPSOS

Global - Aegis has agreed to sell its market research business Synovate to Ipsos for £525 million, and is now seeking regulatory approval to seal the deal.

The announcement was made today (27 July) by both firms. 

Talks between the companies emerged last month, and the deal, should it proceed, will see Ipsos jump from being the world’s fifth to third-largest market research firm.

Jerry Buhlmann (pictured), CEO of Aegis Group, said the proposed sale of Synovate to Ipsos represents the "largest structural change" in the history of Aegis Group.

He added that the sale would enable to group to focus on delivering communications services based on media, digital and content creation.

"The outcome of this transaction will enable us to accelerate the delivery of that strategy and focus our resources on value-enhancing acquisitions to support us in driving sustainable profitable growth," Buhlmann said.

Ipsos will take full ownership of Synovate, with the exception of Aztec, the group's scan data services, to make it the third largest global market research company.

Ipsos said the deal would make the company a worldwide brand.

"This deal has been driven by our relentless focus on providing the best possible service to our clients and our ambition to become the leader in each of our areas of expertise," said Didier Truchot, group CEO and chairman Ipsos Asia Pacific. 

Aegis shareholders will vote on the deal in August, but Vincent Bolloré, a major Aegis shareholder, has already agreed to vote in favour of the deal.

Should it proceed, the deal is expected to occur on or around 30 September 2011.

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