Synovate acquires Filter Group

Hong Kong - Global market research company Synovate -- part of the Aegis Group -- has fully acquired youth marketing agency The Filter Group, which will be integrated into recently created global specialist unit Synovate YC. The new youth research unit will be based in Bangkok, Thailand, with the Filter brand ceasing to exist from January 1, 2006.

"Synovate already had 25% ownership of the company (Filter Group), but we felt the youth research market had so much potential that we wanted to ensure our full involvement in what we see as a stellar future," said Tim Balbirnie (left), CEO, Synovate Asia Pacific. "We are delighted to have inherited a well-developed client base around the region and some of the best ideas in youth marketing."

Filter CEO Ian Stewart (right), who co-foundered the business with COO Stuart Wason, will move to head Synovate YC in Asia, with Wason currently working on Headspace, a new business venture aimed at helping entrepreneurs.

"This (move) will allow us to take Filter's past five years of youth research expertise to a global level," said Stewart in a statement. "Our regional clients will have access to even greater reach and scope -- and Synovate clients will have immediate access to our specialist knowledge of young, urban Asians."

At press time, the official fate of the remaining Singapore staff was unknown, with industry speculation being that they may be offered positions at other Aegis agencies. However, Marketing Weekly has learnt that a number of senior personnel have already begun actively seeking alternative employment on their own.